’47
'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.
- Company typePrivate
- Founded1947
- HeadquartersWestwood, United States
- Headcount251–500
- GTM typeB2C
- OfferingHardware or Manufacturing
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.
’47 firmographics
Firmographics- 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
’47 industry classification
Industry- 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
Where ’47 is headquartered
LocationHeadquarters
- HQ city
- Westwood
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
’47 business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure
Revenue model
- 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
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard headwear (Clean Up line) |
| Unit Pricing | Pay-as-you-go | Premium headwear (Clean Up Premium) |
| Unit Pricing | Pay-as-you-go | eGift Cards |
| Freemium | Monthly | '47 Family Loyalty Program |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels6 records
’47 product offering
Product offeringCore 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.
Companies that use ’47
Customer profileSegments4 records
Ideal customer profiles3 records
’47 technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
’47 partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- New Era Cap, LLCcoreNew 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
’47 competitors and assessment
Company assessmentDirect 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
’47 social profiles
Digital presence’47 financial estimates
Financial estimateRevenue estimate
Valuation estimate
’47 leadership team
Management profileNumber of profiles
Profiles2 records
’47 funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
’47 M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about ’47
What does ’47 do?
'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.
Is ’47 a public or private company?
’47 is a private company. It is classified as corporate owned and is currently operating.
When was ’47 founded?
’47 was founded in 1947. It employs 251 to 500 people.
Where is ’47 based?
’47 is headquartered in Westwood, United States, in the North America region.
How does ’47 make money?
One revenue line is on record: product Sales.
Who are ’47's main competitors?
Direct peers on record are New Era Cap and Mitchell & Ness.
Does ’47 have an API?
No public API is recorded for ’47.
What industry is ’47 in?
’47's product category is Sports Apparel & Headwear. Its primary akta.pro industry code is CRAMAOAE, Fan Apparel & Wearables Retail (Licensed), with a secondary code of CRAFADAJ, Sporting Goods & Outdoor Inventory-led Online Retailers. Its NAICS code is 45911 and its SIC code is 3949.