In an industry that can sometimes be bogged down in the numbers and stats, we've always been about something more personal.
Street-smart - The Making of '47
It all began with a pair of 12-year-old twins, some street smarts, and a lot of passion.
In 1938, twins Arthur and Henry D'Angelo emigrated from Orsogna, Italy, to Boston and quickly joined the streets. They sold newspapers for two cents outside the famed Fenway Park, watching the crowds and learning exactly what it meant to be a fan.
They realised that for many it isn’t enough just to follow sports; they need to live it, and they want real ways to show their passion.
So they began to design and sell fan merchandise outside of the stadium, to give the passionate fans in their neighbourhood a way to express their love.
At '47 we've always been fan-first.
When a legendary Red Sox player, Ted Williams, accused the twins of making money off his name, Arthur responded with a simple statement, that they were actually "making him famous".
'47 Company Timeline
1938
Arthur and Henry D'Angelo emigrate from Italy to Boston and start selling newspapers at Fenway Park.
1947
The twins start Twins Enterprises from a single street cart selling souvenirs outside the park.
1965
Twins Enterprises expands from a street corner to a storefront on Yawkey Way, and then becomes the Red Sox Team Store.
1977–1986
The company expands with the addition of Arthur's four sons, to keep the family business tradition alive.
2010
The business is officially renamed '47 Brand to celebrate its founding year and legacy.
2013
The City of Boston honours Arthur D'Angelo by renaming a street near Fenway Park "Arthur's Way".
2015
'47 enters the UK market with a multi-year agreement with Liverpool Football Club.
2024
New Era Cap Company buys '47, joining two iconic sports licensing companies.
The beginning of a global brand
In 1947, the brothers turned their dream into reality and founded Twins Enterprises.
From a street cart to a leading brand in the multi-billion dollar sports licensing market. The company is a true example of the American dream.
A multi-generational legacy
The company grew, but it remained family-owned. Between 1977 and 1986, Arthur's sons Robert, Mark, David and Steven joined the company and the family spirit of the brand continued.
In 2010 the company was formally renamed '47 Brand (and again in 2015 as '47) to mark the year we were founded and celebrate the men who founded it.
Product development and innovation
Innovation has always been a key part of our DNA at ‘47. Today, that’s exemplified by our iconic headwear that features silhouettes including:
Comfort and simplicity are the hallmarks of a hat from '47.
Our unstructured hats feel like they've been in your closet for years. They're a favourite for fans who want a classic look, perfect for showing your team pride on matchday and beyond.
Our partnerships span every level of sport. Alongside Major League Baseball, the National Football League, and the National Hockey League, we also work with the NCAA to celebrate collegiate sports and promote university pride.
Community resilience and responsibility
We take this responsibility seriously off the pitch too; we've been Fair Labor Association (FLA) accredited since 2012, meaning our products are produced to the highest ethical standards. We think that being a brand means treating the people who produce our gear and the fans who wear it with respect.
We've remained committed to supporting our local communities and the fans since we were established.
In the aftermath of the 2013 Boston Marathon bombings, we launched "B Strong", raising more than £1.1 million for The One Fund.
The City of Boston also recognised this when they renamed a street near iconic Fenway Park "Arthur's Way" in 2013.
It's this sense of community that makes '47 a brand with a soul, a soul we try to bring to every new city and stadium we enter.
'47 Today
Today, '47 is a heritage and fan-focused lifestyle brand.
As we grow in the UK and Europe, we continue to be the lifestyle partner of choice for the world's major leagues.
While others offer the technicals on the pitch, '47 is the spirit of the stands.
Whether you are a fan of American Sports or Premier League, we help you Rep your team in the most stylish and authentic way with 75+ years of sports heritage.