Premium sports lifestyle brand ‘47 is returning to London’s Soho with a new pop-up store on Newburgh Street, marking its latest move in the UK following the launch of dedicated UK and EU e-commerce platforms.
Opening this summer, the new retail space builds on the momentum of the brand’s recent Father of All Dad Hats campaign, creating a physical destination where consumers can experience the world of ‘47 beyond the product itself. More than a pop-up, the space reflects the brand’s continued evolution at the intersection of sport, style and culture, while reaffirming its commitment to one of the world’s most influential fashion capitals.
The return to Newburgh Street comes alongside the launch of 47brand.co.uk and 47brand.eu, giving consumers across the UK and Europe easier access to the brand’s full collection. Together, the physical and digital launches represent a significant investment in the region, allowing ’47 to better serve its growing community while strengthening its presence across fashion and lifestyle.
For more than 75 years, ‘47 has built a reputation as one of the world’s leading premium headwear brands. Originally rooted in sport, the Boston-born label has become known for creating timeless silhouettes that have transcended stadiums to become everyday wardrobe staples. Worn by generations of fans, creatives and tastemakers alike, its signature Clean Up and MVP styles have earned cult status for their effortless wearability, premium construction and understated design.
As the relationship between sport and fashion continues to evolve, ‘47 has found itself at the centre of a new generation of consumers looking for elevated everyday essentials. The brand’s collaborations, licensing partnerships and storytelling have positioned it beyond traditional sports merchandising, making it as comfortable in fashion retail as it is in sporting culture.
The Newburgh Street pop-up reflects that evolution, offering visitors an immersive introduction to the brand’s universe. Alongside its signature MLB, NFL and NHL collections, the space will showcase seasonal releases, collaborative projects and curated product stories, highlighting the craftsmanship, heritage and versatility that have made ’47 a go-to name in premium headwear worldwide.
The opening also provides an opportunity for the brand to reconnect with its London community. Having previously called Soho home, the return to Newburgh Street feels both familiar and timely, inviting long-time fans and first-time visitors alike to experience the brand in person.
“’47 has always existed at the intersection of sport, culture and style,”
says Patrik Söderström, Vice President – ’47 EMEA.
“Returning to Soho gives us the opportunity to reconnect with our community, welcome new audiences into the brand and continue growing our presence in one of the world’s most influential style capitals.”
The opening follows the success of the brand’s Father of All Dad Hats campaign, which celebrated the enduring appeal of the cap as an everyday wardrobe essential while introducing a refreshed creative direction for ’47. The Newburgh Street pop-up brings that energy into a physical space, creating an environment where consumers can engage with the brand beyond the campaign and discover the collections firsthand.
Located in the heart of Soho, the store places ‘47 alongside some of London’s leading fashion and lifestyle destinations, reinforcing the brand’s position within the wider cultural conversation. As consumers continue to embrace sports-inspired dressing and timeless accessories, the pop-up signals another step in ‘47’s ongoing growth, combining its rich heritage with a modern perspective and a renewed focus on community.
The ‘47 Newburgh Street pop-up opens this summer at 13 Newburgh Street, London W1F 7RS, with the brand’s new UK and EU websites now live at 47brand.co.uk and 47brand.eu.
