’47 is a privately held premium sports lifestyle brand founded in Boston, by twin brothers, Arthur and Henry D’Angelo in 1947. To conclude its 75th-anniversary celebrations, the brand unveiled its new anthem created in partnership with creative agency Konvoy. The new campaign was presented during a gala and retrospective fashion show at Fenway Park where ’47 founders, twin brothers Arthur and Henry D’Angelo, first began the business.
Titled Since ’47, the new campaign focuses on how fans wear ’47 clothing and accessories in their everyday life and show their loyalty and love for the game. The brand is a partner of Major League Baseball, the National Basketball Association, the National Football League, the National Hockey League, and over 900 collegiate programs.
The ’47 brand has a unique name and history. It’s something that most fans might not have related to before. That’s why we wanted to help people see their own story as part of the Since ’47 campaign, so they felt a stronger connection to the brand. – Gary Land, Creative Director of Konvoy
The celebratory gala kicked off the new campaign. Guests were able to watch a fashion show of the brand’s designs from past, present and future. Among the styles featured included past collaborations with Supreme, current looks from an ongoing Rowing Blazers partnership, and hints towards a high fashion collaboration coming in 2023. The show concluded with a performance by Phunk Phenomenon dressed in ’47 gear.
In addition to the campaign, the brand has recently released 75th Anniversary limited-edition capsule collections of the most respected franchises within the MLB, NBA, NFL, NHL, and NCAA. These capsules paid homage to the leagues’ most historied teams with designs that included details and easter eggs that only true fans could recognize.