A recent Reddit thread in r/coachella has reignited excitement over a niche piece of festival merch history: the New Era 9FIFTY hat with a red brim and green underbrim, believed to be a Coachella-exclusive edition from 2016 or 2017. Fans shared memories of snagging these hats at the festival’s boutique merch shop, celebrated for its more indie and artist-focused inventory separate from the main merch station.
This hat, along with others like a navy blue low crown with a quirky pizza slice and boombox graphic, have remained iconic among Coachella attendees—some still rock these designs, praising their nostalgic value and standout style. The 90s-inspired green underbrim on these hats remains a beloved detail.
The conversation sheds light on Coachella’s legacy of limited-run, special edition apparel that appeals strongly to collectors and longtime festival fans. The original poster also offered to sell their hat to interested buyers via direct message, sparking a mini marketplace for this rare merch piece.
This throwback highlights an often overlooked facet of festival culture—exclusive merch drops that become cherished collectibles and style statements well beyond the event itself. Keep an eye out at future festivals for similar boutique merch gems.
Source: r/coachella