What ’47 does

'47 is a Boston-based sports heritage brand founded in 1947 that designs and distributes licensed and proprietary sportswear apparel and headwear. The company holds licensing agreements with the major U.S. professional and collegiate sports leagues (MLB, NFL, NBA, NHL, NCAA, MiLB, MLS, NASCAR, WNBA) and sells to sports fans across men's, women's, and kids' segments through a mix of direct-to-consumer e-commerce, branded retail, and wholesale channels. The signature product is the '47 Clean Up adjustable dad hat, with the broader assortment spanning tees, hoodies, polos, premium tier ('47 Select), and a collaboration pipeline with brands such as Carhartt, New Balance, and Stoney Clover Lane, plus a newer pet line.

The business model is consumer-facing licensed merchandise: revenue is generated through per-unit wholesale margin and DTC markup, augmented by premium tiers and limited-edition collaborations that extend the price ladder. In August 2024, '47 was acquired by New Era Cap, forming a combined headwear-and-apparel platform with stated combined annualized revenue of approximately $2 billion, which significantly expanded '47's wholesale, international, and team-dealer distribution. Core technology is a standard e-commerce and inventory platform plus the '47 Crunch Club loyalty program; no proprietary AI/ML systems, models, or data flywheels are disclosed in the available material.

Name

’47

Legal name

47 BRAND, LLC

Website

https://47brand.com

Company type

Private

Founded year

1947

Operating status

Operating

Headcount range

251–500 employees

Short description

'47 is a Boston-based licensed sportswear brand founded in 1947 that designs and distributes branded headwear and apparel across MLB, NFL, NBA, NHL, NCAA, and other major leagues to sports fans in men's, women's, and kids' segments via DTC, retail, and wholesale channels.

Ownership category

akta.pro rank

Product category

Sports Apparel & Headwear

NAICS

Sporting Goods Retailers (45911), Apparel Manufacturing (315)

SIC

Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Fan Apparel & Wearables Retail (Licensed) (CRAMAOAE)

akta.pro secondary industries

Sporting Goods & Outdoor Inventory-led Online Retailers (CRAFADAJ), Hats, Caps & Headwear (CRAAAJAE), Sports & Outdoor Accessories Manufacturing (Performance Gloves/Headwear) (IMAOAFAI)

Keywords

• Licensed sports merchandise
• Sports headwear apparel
• Baseball caps
• Sports fan apparel
• Licensed team apparel

Headquarters

HQ city

Westwood

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure

Revenue model

1. Product Sales: Direct-to-consumer sales of licensed sports headwear and apparel through owned e-commerce platform and retail channels. Revenue generated from one-time product purchases across multiple price points ($35-$60 for hats, varying for apparel).

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

'47 designs, manufactures, and sells licensed sports headwear and apparel featuring official team marks from MLB, NFL, NBA, NHL, NCAA, MiLB, MLS, NASCAR, and WNBA. The signature product is the '47 Clean Up, an unstructured relaxed-fit baseball cap positioned as the original 'dad hat.' The company operates direct-to-consumer e-commerce at 47brand.com and distributes through New Era retail stores and multi-brand resellers globally.

Product overview

'47 is a licensed sports merchandise company founded in 1947, offering headwear and apparel for sports fans. The core product is the '47 Clean Up, an unstructured baseball cap that serves as the signature 'dad hat.' The portfolio includes multiple headwear styles (Hitch, Franchise, Trucker, MVP, Captain), apparel (t-shirts, hoodies, crewnecks, pants), premium sub-brand '47 Select, collaborations with Carhartt, New Balance, and Stoney Clover Lane, and themed collections. The company operates under New Era after completing an acquisition in August 2024, with the combined entity projected to generate approximately $2 billion in annual revenue.

Differentiator

Problem solved

Functional benefit

Brands

• '47 Select: Premium line of hats and apparel that reimagines classic team marks through an elevated lens, featuring slub twill construction, heritage wash techniques, and vintage-inspired details.
• '47 Clean Up

Products and services

• '47 Clean Up The signature unstructured relaxed baseball cap with a shallow crown and curved visor, featuring an adjustable strap closure. The original dad hat, worn worldwide.
• '47 Clean Up Pinch Front A five-panel pinch-front construction bringing a modern take to the signature '47 Clean Up, sitting slightly taller than the classic six-panel hat with chain stitch front logo and adjustable leather strap.
• '47 Clean Up Icon Class Expansion Five new silhouette variations of the signature '47 Clean Up including Pinch Front, Flat Brim, Round Visor, Short Visor, and Long Visor, each offering different fits and style profiles.
• '47 Hitch Headwear style featuring a distinct fit and construction, available in men's and women's variants.
• '47 Franchise Headwear style offering an alternative silhouette to the classic Clean Up.
• '47 Trucker Trucker-style cap with mesh back panels, available in men's and women's styles.
• '47 MVP Headwear style with distinct construction and fit profile.
• '47 Captain Headwear style offering a structured fit option.
• '47 Select Premium elevated line reimagining classic team marks with slub twill construction, hand-frayed chainstitch logos, heritage-inspired details including rolled visors and pebbled leather straps. Includes Foundation Hood and Foundation Tee with vintage printing techniques.
• '47 Basics Essential foundational headwear and apparel at accessible price points.
• Short Sleeve Tees T-shirt collection featuring team branding and sports fan graphics, available in men's and women's styles.
• Long Sleeve Tees Long-sleeve shirt collection for sports fans with team logos and designs.
• Hoodies Pullover and zip-up hoodies featuring team branding for men and women.
• Crewnecks Crew neck sweatshirts and sweaters with licensed team graphics.
• Mock Neck Pullovers Lightweight pullover with mock neck design, identified as a women's fan favorite.
• Lacers Lacer-style athletic apparel with team branding.
• Pants Athletic and casual pants featuring team logos and sports fan designs.
• Carhartt Collection Collaboration with Carhartt workwear brand featuring durable duck canvas caps and apparel.
• Carhartt Undyed Collection Natural duck canvas products in undyed, unaltered state with premium Carhartt workwear construction. Available for MLB, NCAA, NFL, NBA, and NHL teams. Includes '47 Hitch and Trucker styles.
• New Balance Collection Collaboration with New Balance athletic brand featuring sportswear and headwear.
• Stoney Clover Lane Collection Collaboration with Stoney Clover Lane featuring women's and kids' lifestyle sports apparel.
• Gardenia Edit Women's collection featuring classic MLB marks with vintage floral motifs.
• Ice Cream Collection Women's headwear collection featuring vintage-inspired ice cream and sweet treat designs in team colors.
• Badge Hats Maximalist DIY-styled caps featuring multiple badge and patch embellishments.
• brrr Collection Headwear and apparel featuring cooling and drying brrr technology for comfort.
• Americana Collection USA-themed apparel and headwear collection featuring patriotic designs.
• Dogs Collection Pet accessories featuring team branding for dog owners and fans.

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• New Era Cap, LLCcoreOthersNew Era completed acquisition of '47 in August 2024, creating a combined company expected to generate around $2 billion annually. Both brands maintain independent e-commerce platforms operating from their respective headquarters in Buffalo, New York (New Era) and Westwood, Massachusetts ('47).

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• New Era Cap: Parent company and the largest direct competitor in licensed sports headwear. Overlaps on MLB, NFL, NBA, NHL caps and on premium silhouettes like the 59FIFTY; competes for the same licensed sports fan customer that '47 targets.
• Mitchell & Ness: Closest pure-play peer in throwback/nostalgia licensed sports apparel and headwear. Competes head-to-head with '47 in the heritage/relaxed-fit hat category and shares the same licensed-merch retail channels.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/47brand
• Facebookfacebook.com/47brand

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about ’47