New Era Cap Co. is passing the hat to fight cancer.
For the second year in a row, the Buffalo-headquartered hat and apparel manufacturer will produce limited-edition headgear whose sales will benefit cancer research and patient care programs at Roswell Park Cancer Institute.
The royal blue cap is emblazoned with the word “BELIEVE,” with the letters that spell out the word “LIVE” embroidered in oversize white letters.
“It symbolizes a belief in a cure, a belief in hope, a belief in a brighter future,” said Leslie G. Garrity, a spokeswoman for the Roswell Park Alliance Foundation.
The cap is available in men’s, women’s and children’s sizes, as well as several styles and a knit version.
About 300 of the caps are expected to be produced.
New Era and Roswell Park teamed up last year with a similar initiative, which ended up raising more than $4,000.
“New Era has been a great supporter of Roswell Park,” Garrity said.
New Era Cap recently donated the last $1.5 million that Roswell Park needed to break ground on a $50 million clinical sciences center.
The center, on which construction will begin this week, boasts a new mammography center, chemotherapy-infusion clinic and adolescent young adult clinic.
The “BELIEVE” caps retail for $17.99, with all the proceeds going to Roswell Park.
The hats are available at the New Era flagship store on Delaware Avenue, at Roswell Park’s gift shop on Elm Street and online at NewEraCap.com.
Adolescent and Young Adult Cancer Awareness Week and National Minority Cancer Awareness Week both fall in April.
Young adults and minorities are two key customer demographics for New Era.