’47 Brings Heritage Headwear To Soho With New London Store

Boston-born sports-lifestyle brand ’47 is expanding its European footprint with a new retail pop-up in the heart of London’s Soho.

The new brick-and-mortar destination follows the brand’s global “Father of All Dad Hats” campaign, merging its athletic heritage with contemporary streetwear. Keeping in line with the heritage architecture of the neighborhood, the facade is dressed in a deep forest green, flowing into a wood interior that continues the theme, while the walls bring a pop of color inside.

For over 75 years, ’47 has maintained a reputation for creating recognizable silhouettes like the ubiquitous ’47 Clean Up that transition from stadium staples to daily fashion essentials worn by tastemakers. Here, it will be showcasing the full breadth of the label’s premium headwear offering, from signature MLB and NFL licensed collections to seasonal drops and upcoming brand collaborations.

Coinciding with the physical launch, the brand has officially introduced dedicated UK and EU e-commerce platforms to make its products more accessible to its regional audience. While the Soho location serves as a physical touchpoint for communities to experience the brand’s craftsmanship firsthand.

Check out the new store’s design in the gallery above.

’47 13 Newburgh Street, London, W1F 7RS