'47

'47 is an American sports lifestyle brand whose roots lie in baseball souvenirs sold near Boston's Fenway Park. The business was established in 1947 by Italian-American brothers Arthur and Henry D'Angelo, who began by selling inexpensive baseball pennants and other merchandise from a street cart. Their proximity to the Boston Red Sox and their understanding of local fan culture helped turn a small souvenir operation into a broader licensed-sports business. The name '47 refers to the founding year and preserves the company's connection to its origins. The D'Angelo family gradually expanded from itinerant sales into fixed retail and wholesale operations. In 1965, the brothers acquired a retail location on Yawkey Way near Fenway Park, creating a permanent base for Red Sox merchandise. The company later operated the Red Sox Team Store at 19 Jersey Street, across from Fenway Park, and developed warehouse capacity in Brockton, Massachusetts. The organization was originally known as Twins Enterprise, reflecting the family business structure, before adopting the name '47 Brand in 2010 and shortening the public-facing name to '47 in 2015. Although baseball remained central to the brand, '47 broadened its licensing portfolio across North American and international sports. Its products have included Major League Baseball headwear and apparel, National Football League fanwear, National Basketball Association merchandise, United States Soccer Federation and Major League Soccer products, college sports collections, Liverpool Football Club merchandise, Cape Cod Baseball League headwear, and NASCAR products. The company has also produced licensed goods for major sporting occasions, including NBA All-Star events, the NBA Playoffs, the NBA Finals, and MLB postseason celebrations. The brand's assortment combines traditional team-logo merchandise with lifestyle-oriented silhouettes. Baseball caps, including structured and unstructured styles, remain its signature products, while knit hats, apparel, accessories, and children's items extend the range beyond stadium use. Its positioning emphasizes a worn-in, heritage-inspired interpretation of sports fandom, combining American athletic culture with casual fashion and regional identity. The business serves men, women, and children and has used partnerships with sports leagues, clubs, universities, and lifestyle companies to reach consumers outside its original Boston market. International expansion became more visible in the 2010s and 2020s. Partnerships with Liverpool FC and international baseball activity broadened the brand's geographic relevance, while a London pop-up opened during the 2023 MLB London Series. The company also entered NASCAR licensing in 2023, adding motorsport to a portfolio previously concentrated in baseball, football, basketball, and soccer. Leadership began to move beyond the founding family during the 2020s. Dominic Farrell joined as chief operating officer in 2021, became president in 2023, and was described as the first non-family member to lead the company. In August 2024, New Era Cap Company completed its acquisition of '47. The transaction placed two major headwear businesses under common ownership while leaving '47 as a distinct sports and lifestyle brand. The brand's present identity therefore combines family-founded heritage, extensive sports licensing, and a broader international fashion and fanwear business.

'47 began in 1947 when brothers Arthur and Henry D'Angelo sold baseball pennants and related items near Fenway Park in Boston. Both brothers had been born in Orsogna, Italy, in 1926 and came to the United States in 1938. Their early sales connected them directly with Boston baseball culture and eventually with the Boston Red Sox organization. The brothers expanded their activity by acquiring a street cart in 1947, the year that later became the brand's name. In 1965, the D'Angelos purchased a 2,000-square-foot retail space on Yawkey Way. The store provided a permanent venue for Red Sox souvenirs and helped establish the family as a significant local sports-merchandise operator. The company later operated the Red Sox Team Store at 19 Jersey Street, across from Fenway Park, while maintaining a warehouse in Brockton and headquarters in Westwood, Massachusetts. The next generation joined the enterprise beginning in 1977, when Arthur's eldest son Robert entered the business. His brothers Mark, David, and Steven followed during the subsequent nine years. Henry D'Angelo died in 1987, but the family-owned character of the business continued. The company operated under the name Twins Enterprise before changing its name to '47 Brand in 2010. It opened its first brick-and-mortar store on Boston's Newbury Street in 2011; that location closed in 2020. In 2015, the public brand name was shortened from '47 Brand to '47. The company's commercial development was closely tied to sports licensing. After its longstanding baseball business, it added NFL headwear in 2012. In 2014, it became an official on-field licensing partner for four Cape Cod Baseball League teams. In 2015, it added agreements involving the United States Soccer Federation, Major League Soccer, MLB postseason celebration caps, and Major League Baseball International. A Liverpool Football Club partnership that year represented a move beyond predominantly U.S.-based leagues. In 2016, the company secured exclusive headwear relationships with the Georgia Bulldogs and Cal State. Its NBA licensing arrangement expanded in 2017 to cover team-logo apparel and headwear for adults, women, and youth, as well as merchandise connected with major NBA events. A 2018 collaboration with Carhartt produced NFL headwear, and Ohio State joined the licensing portfolio in 2020. The brand also developed a public and civic connection with Boston. In 2013, the city and Red Sox honored Arthur D'Angelo by naming a street near Fenway Park Arthur's Way. In the same initiative, the D'Angelo family and the Red Sox presented $1,422,547 from '47 to The One Fund, which supported people affected by the Boston Marathon bombing. The donation was associated with B Strong caps and T-shirts created by '47 and the Red Sox. During the 2020s, the company pursued international and organizational expansion. Dominic Farrell joined as chief operating officer in 2021 and became president in 2023, marking the first time a non-family member led the business. A London pop-up opened in June 2023 alongside the MLB London Series, and a NASCAR partnership added a major U.S. motorsport property. Arthur D'Angelo died in February 2024. New Era Cap Company announced plans to acquire '47 in 2024 and completed the transaction in August of that year. '47 continues as a distinct sports lifestyle label within New Era's ownership structure.

• 2024

  New Era acquisition completed

  [1]'47 (brand)en.wikipedia.org

  New Era Cap Company completed its acquisition of '47 in August.

• 2023

  London pop-up and NASCAR partnership

  [1]'47 (brand)en.wikipedia.org

  The brand operated a London pop-up during the MLB London Series and entered a NASCAR licensing partnership.

• 2017

  NBA licensing expands

  [1]'47 (brand)en.wikipedia.org

  An expanded NBA agreement covered team-logo apparel, adult and youth headwear, and merchandise for key league events.

• 2015

  Name shortened to '47

  [1]'47 (brand)en.wikipedia.org

  The company dropped “Brand” from its public name and expanded licensing through soccer, MLB, and Liverpool FC agreements.

• 2013

  Arthur's Way and One Fund donation

  [1]'47 (brand)en.wikipedia.org

  Arthur D'Angelo was honored near Fenway Park, and '47 and the Red Sox donated proceeds linked to B Strong merchandise to The One Fund.

• 2012

  NFL licensing expansion

  [1]'47 (brand)en.wikipedia.org

  The company added official NFL headwear to its sports licensing portfolio.

• 2011

  First Newbury Street store opens

  [1]'47 (brand)en.wikipedia.org

  The brand opened its first brick-and-mortar store on Boston's Newbury Street.

• 2010

  Twins Enterprise becomes '47 Brand

  [1]'47 (brand)en.wikipedia.org

  The family business adopted the '47 Brand name.

• 1977

  Second generation joins the business

  [1]'47 (brand)en.wikipedia.org

  Robert D'Angelo became the first of Arthur's sons to enter the company; his brothers later followed.

• 1965

  First permanent Fenway-area retail site

  [1]'47 (brand)en.wikipedia.org

  The brothers purchased a retail location on Yawkey Way to sell Red Sox souvenirs.

• 1947

  D'Angelo brothers establish the business

  [1]'47 (brand)en.wikipedia.org

  Arthur and Henry D'Angelo began selling baseball pennants and other fan merchandise near Fenway Park and acquired a street cart to expand sales.

Heritage-inspired sports lifestyle merchandise that combines licensed professional and collegiate team identities with casual, fashion-oriented headwear and apparel.

• Licensed sports headwear

  MLB headwear

  MLB caps are the brand's foundational product family, linking team marks and baseball heritage with everyday silhouettes. The range includes fan-oriented headwear and products associated with MLB postseason celebrations and international baseball activity.

• Licensed sports apparel · 2012

  NFL headwear and fanwear

  The NFL assortment extends '47 beyond baseball through team-logo caps, apparel, and related fan products for professional American football supporters. The company also worked with Carhartt on an NFL headwear collaboration.

• Licensed sports apparel · 2017

  NBA apparel and headwear

  The NBA collection includes adult, women's, and youth headwear and apparel featuring current team identities. The licensing scope also covers merchandise tied to All-Star activities, the Playoffs, and the Finals.

• Licensed sports apparel · 2015

  Soccer merchandise

  Soccer products have included merchandise connected with the United States Soccer Federation, Major League Soccer, and Liverpool Football Club. The category helped the brand develop an audience outside its original U.S. baseball focus.

• Sports lifestyle accessories

  Knit hats and lifestyle accessories

  Knit hats, beanies, and related accessories broaden the brand's offer for colder-weather use and everyday styling. These products carry team identities while retaining the casual, heritage-oriented character of the wider label.

• Licensed motorsport merchandise · 2023

  NASCAR fanwear

  The NASCAR partnership added premium headwear and apparel for motorsport fans, extending '47's licensing model into a new major U.S. sports property.

• 2023MLB London Series pop-up

  United Kingdom

  The brand opened a temporary store in London during the MLB London Series, presenting its American sports heritage to an international audience.

  Outcome. International retail and brand activation in London.

  Source
• 2013B Strong

  United States

  '47 and the Boston Red Sox created B Strong caps and T-shirts, directing proceeds to The One Fund for people affected by the Boston Marathon bombing.

  Outcome. A donation of $1,422,547 was presented to The One Fund.

  Source

• 2024

  Sell the brand to New Era Cap CompanyM&A

  Background

  The company sought a new ownership structure after decades of family-led development and expansion across licensed sports categories.

  Action taken

  New Era Cap Company completed the acquisition in August 2024.

  Aftermath

  '47 became part of New Era's portfolio while continuing as a separate sports lifestyle brand.

  Source

• 2015

  Drop “Brand” from the public nameStrategy

  Background

  After expanding its sports licensing portfolio, the company simplified its consumer-facing identity.

  Action taken

  The public name was shortened from '47 Brand to '47.

  Aftermath

  The shorter name became the principal brand expression, although the former name continued to appear occasionally in public references.

  Source

• 2010

  Rename Twins Enterprise as '47 BrandStrategy

  Background

  The family business had operated under the Twins Enterprise name before adopting a name tied to its founding year.

  Action taken

  The company changed its operating brand name to '47 Brand.

  Aftermath

  The new name established the identity later shortened to '47 and supported the company's transition from a regional souvenir business to a broader lifestyle label.

  Source

1. 1'47 (brand)en.wikipedia.org
2. 2'47 official website47brand.com