In the 18th and 19th centuries, background and social class often played a decisive role in building wealth and prestige in Europe. However, this was not always the case in the nascent United States. Many individuals with ambition and passion crossed the Atlantic from Europe to America, seeking to achieve success through their own efforts in an environment of equal opportunity and free competition. This, in essence, was the American Dream.

Born in Boston, Massachusetts, in 1947, the sports lifestyle brand “’47” embodies the American Dream. The story of “’47” begins when Italian immigrants and twin brothers Arthur and Henry D’Angelo, at the age of 12, started selling newspapers for two cents around Fenway Park, the home of the Boston Red Sox. They later moved into selling merchandise, including pennants, and in 1947, founded “Twins Enterprises,” the precursor to the current brand. The brothers quickly recognized the future potential of the sports licensing business, elevating it into a brand that garners immense support from sports-loving fans. Today, “’47” partners not only with America’s four major professional sports leagues, including MLB, but also with over 650 universities. The brand launched in Japan in 2016, and in September 2022, opened its first domestic store in Futako-Tamagawa Rise.

Recently, a special talk show was held with former Boston Red Sox pitcher Daisuke Matsuzaka as a guest. (Click here for the Daisuke Matsuzaka talk show videohttps://www.47brand.co.jp).

Matsuzaka led Yokohama High School to a historic Koshien championship double in 1998. The following year, he joined the Seibu Lions and, in his rookie season straight out of high school, won titles such as Most Victories and Rookie of the Year. He continued to win numerous accolades, earning the nickname “The Monster of the Heisei Era.” After the 2006 season, he transferred to the Boston Red Sox, who acquired his exclusive negotiation rights for $51,111,111.11 (approximately 6 billion yen at the time). In his first year with the team in 2007, he recorded 15 wins and contributed to their World Series victory.

Boston is known as one of America's most historic cities, as well as a leading university city, home to world-renowned institutions like Harvard University and the Massachusetts Institute of Technology. Matsuzaka describes Boston as a highly livable city, with its refined and tranquil atmosphere complementing its historic charm. However, when it comes to baseball, the conversation takes a different turn. The rivalry between the Boston Red Sox and their archrivals, the New York Yankees, is particularly intense.

The story dates back to 1918. The Boston Red Sox were champions of the inaugural World Series in 1903 and established themselves as a formidable team. However, after their star player, Babe Ruth—now revered as the “Sultan of Swat”—was traded to the New York Yankees in 1918, the team went 86 years without a championship. This jinx became known among baseball fans as the “Curse of the Bambino.” In 2004, 86 years after Babe Ruth’s transfer, the Red Sox faced the Yankees in the American League Championship Series. They came back from a 3-0 deficit to win the series, and subsequently defeated the National League champions, the St. Louis Cardinals, in the World Series, finally breaking the curse. The city of Boston experienced an almost unprecedented level of fervor during that time. The merchandise shop at Fenway Park, the Red Sox’s home stadium, saw long lines of fans every day from October, when the championship was decided, until Christmas. By then, the brothers’ four sons had taken over the business, and this period marked a significant turning point for the “’47” brand.

This demonstrates the deep affection Bostonians have for the Red Sox and for baseball. Simultaneously, “’47,” born and raised in Boston, is also cherished by the city’s residents. People of all ages in Boston are often seen wearing “’47” caps in their daily lives. Long-time fans wear their caps until the fabric becomes slightly faded and worn, giving them a unique character and a seasoned look. Their way of wearing them is a testament to their enduring connection with the brand.

The appeal of “’47” lies in its simple, authentic design, coupled with meticulous attention to detail, comfort, and style. The 100% cotton, washed finish not only imparts a natural look but also develops a richer character with each wash. The soft material and adjustable fit ensure a perfect fit for everyone. The high-quality materials and comfortable wear make them long-lasting favorites, while their sporty and fashionable design allows them to blend seamlessly not only into stadiums but also into everyday life. This is why “’47” has remained a beloved brand for so long.

Another distinctive feature of “’47” is its curved visor. While flat brims have been trending in recent years, the rounded, curved visor offers a friendly and casual impression, complementing any fashion style. Matsuzaka himself is fond of the curved visor.

“I have a particular fondness for the rounded type (curved visor). I find that the rounded type helps me focus better, making it easier to concentrate. I’ve preferred them since my Yokohama High School days. I wear caps not only during games but also in my daily life, and I own quite a few. Most of them are the rounded type.”

“I bought a black cap from the merchandise shop at Fenway Park when I participated in the 2007 World Series. Like a Boston grandfather, I want to wear it and let it age beautifully.”

Much like Matsuzaka, who has consistently pursued baseball with passion and challenged himself at the highest level since his high school days, “’47” has never forgotten its roots, valuing its origins while continuing to shape its future. Currently, “’47” manages the merchandise shop at Fenway Park. And Arthur D’Angelo, now 96 years old, is said to still visit the shop energetically on occasion. Even as times change, “’47” remains steadfast in its commitment to valuing its relationship with the city and its fans. We look forward to the future that “’47” will continue to build.

’47 Tokyo
2-21-1 Tamagawa, Setagaya-ku, Tokyo 158-0094
Futako-Tamagawa Rise S.C. Town Front 3F
080-7499-9028