History
In 1965, the D'Angelo brothers purchased a 2000 sqft retail space on Yawkey Way to sell Red Sox souvenirs. The company now owns and operates the Red Sox Team Store at 19 Jersey Street across from Fenway Park.[8][9] On game days, the store is open to ticketed patrons two hours before game time, throughout the game, and 30 minutes after the end of the game. The store operates daily.[10] The company headquarters is located in Westwood, Massachusetts. In addition, they have a 200000 sqft warehouse in Brockton, Massachusetts.
Their business, originally called Twins Enterprise, changed its name in 2010 to '47 Brand. In 2015, they dropped "Brand" from the name, although the company is still occasionally referred to by its former names in various publications.[11][12] In 2011, '47 opened its first brick and mortar store on Newbury Street in Boston. That store closed in 2020.
In 2012, '47 expanded into football fanwear with a line of official National Football League (NFL) headwear.[13] In 2018, '47 partnered with Carhartt, a workwear brand, to create NFL headwear.[14]
In 2014, '47 became an official licensed on-field partner for four teams in the Cape Cod Baseball League.[15] In 2015, '47 expanded their portfolio with a United States Soccer Federation (USSF) and Major League Soccer (MLS) partnership deal.[16] Also in 2015, the company acquired the rights to produce caps for Major League Baseball (MLB) on-field postseason celebrations and secured a license to create merchandise for Major League Baseball International (MLBI).[17][18]
Further expansion across major sports included a partnership with Liverpool Football Club (Liverpool FC), in October 2015.[19] At the time, Steven D'Angelo of '47 called the move "a natural next step for the brand, which has traditionally focused on U.S. sports leagues until now."
In 2016, the Georgia Bulldogs joined '47 in an exclusive headwear deal, and the same year, Cal State signed their own exclusive headwear deal. In 2020, '47 added the Ohio State Buckeyes to its licensing roster.[20]
In 2017, '47 expanded its licensing arrangement with the National Basketball Association (NBA), with an agreement that covered then-current NBA team logos on adult apparel and men's, women's and youth headwear. The agreement also allowed '47 to create products for the NBA's key events in the season, including NBA All-Star, NBA Playoffs and NBA Finals.[21]
Dominic Farrell joined '47 in 2021 as chief operating officer, a position he held for two years, before becoming president in 2023. He became the first non-family member to lead '47 in the company's history.[22]
On June 23, 2023, '47 opened a pop-up store at 19 Air Street in London, coinciding with the June 2023 MLB London Series. John Gough, general manager of international for '47, called the pop-up "a bespoke store inspired by our rich American heritage."[23]
In 2023, '47 added a partnership with NASCAR, the top U.S. motorsport. The agreement included offering a premium suite of products to the NASCAR fanbase. Farrell, president of '47, called the agreement a "perfect match" between the '47 heritage of creating best-in-class headwear and apparel and "the high expectations of the NASCAR fan."[24]
In early June 2024, the president of '47 announced that they would be bought by New Era Cap Company.[25] In early August 2024, New Era completed the acquisition.[26]
