The New Era Cap Company is an American headwear and apparel company headquartered in Buffalo, New York. It was founded in 1920. New Era has over 500 different licenses in its portfolio.
In 1967, Bruce Lee developed an expression of martial arts that was personal to him called Jeet Kune Do (translated: Way of the Intercepting Fist). The art has as its symbolic representation what we call Bruce Lee's Core Symbol and uses as its main tenet: Using no way as way; having no limitation as limitation. The idea of intercepting is key to JKD, whether it be the interception of your opponent's technique or his intent. The basic guiding principles are: simplicity, directness and freedom (the form of no form).
**A portion of the proceeds from all merchandise purchased in the Bruce Lee Family Store benefits the Bruce Lee Foundation.