’47 to open pop-up store in Soho as Major League Baseball comes to London

US sports lifestyle brand ’47 is opening a pop-up store at 19 Air Street in Soho this Friday, 23 June, just in time for two Major League Baseball (MLB) games being played at the London Stadium on Saturday 24 and Sunday 25 June.

It’s the first time since the Covid pandemic that the MLB London Series, which is part of MLB’s regular season schedule, has been created since the inaugural version in 2019, and this time it will feature league games between the St. Louis Cardinals and the Chicago Cubs.

The ’47 pop-up will be selling headwear and apparel from SS23 and AW23 collections and “will be another way to soak up the MLB celebrations beyond the ballpark”. There will also be National Hockey League (NHL) products available, as well some capsule lines and exclusive products.

Leaning into its American heritage, the space will be fitted with sports memorabilia and heritage photo-walls, all of which will stay open to the public throughout the summer, with the doors closing on 8 September 2023.

Over the course of the summer, the space will be “ever evolving”, and will function as a curated concept store with various in-store experiences taking place that will appeal to both sports fans and fashion enthusiasts.

’47 General Manager of EMEA, John Gough, said: “Baseball is key to our origin story as our founders started the company selling newspapers and pennants outside of Fenway Park in Boston, so we are excited to once again integrate our brand with Major League Baseball for the MLB London Series.

“We’ve created a bespoke store inspired by our rich American heritage to present our seasonal collections and bring fans closer to their favourite teams.”

'47 is a privately held premium sports lifestyle brand founded in Boston by twin brothers Arthur and Henry D'Angelo in 1947. The brothers were entrepreneurial pioneers who were quick to see the future of sports licensing by selling pennants and other sports memorabilia on the streets around Fenway Park, home of the Boston Red Sox.

Previously known as Twins Enterprises, '47 is currently managed by Arthur D’Angelo’s four sons, Bobby, David, Mark, and Steven. The '47 brand is also a partner of the National Football League (NFL) and partners with many US colleges.