US cap brand ’47 has opened a three-month pop-up store at 13 Newburgh Street in London, marking its return to physical retail in Soho, having occupied a unit on Air Street in 2023.
Located opposite Ralph Lauren’s Double RL store and next to Aubin, the new store comes just as ’47 has launched dedicated e-commerce platforms for the UK and EU markets.
The opening builds on the momentum generated by the brand’s recent ‘Worn Worldwide’ campaign, which celebrated the universal appeal of the ’47 ‘Clean Up’ – an unstructured baseball cap first introduced in the 1990s – and the individuals who wear it across cities around the world.
The new store is putting the emphasis on showcasing Clean Up caps from teams across Major League Baseball (MLB) and the National Football League (NFL), as well as offering seasonal releases and brand collaboration stories.
Patrik Söderström, Vice President of ’47 EMEA, said: “’47 has always existed at the intersection of sport, culture and style. Today, we’re seeing our products embraced by more people, in more places than before, and that’s an exciting moment for the brand.
“Our Newburgh Street pop-up reflects our ambition to grow our presence within the fashion and lifestyle space while staying true to the authenticity and heritage that have defined ’47 from the beginning.
“More than a retail destination, it’s an opportunity to bring the brand to life, create meaningful experiences and deepen our connection with the consumer.”
The ’47 company, originally known as Twins Enterprise, was founded in Boston in 1947 by twin brothers Henry and Arthur D’Angelo. They started by selling pennants and Red Sox souvenirs from a street cart outside Fenway Park baseball ground.
Today, the company is a premium sports lifestyle brand and an official licensee for the major US sports leagues. It also holds licensing agreements with over 900 colleges.
From a wholesale perspective, ’47 is currently stocked at Anthropologie, ASOS, Urban Outfitters, and Size?