From Souvenir Cart to Cultural Icon: The Rise of ’47 Hats
What started as a small operation selling hats from a souvenir cart outside of Fenway Park has now become a global phenomenon. ’47 hats have become a symbol of style and fandom, seen on the streets and in the stands at sporting events around the world.
The OG baseball cap, with its structured six-panel design and curved brim, was first introduced in the 1940s. But as time went on, people began to use fashion as a form of self-expression. DIY-inspired trends emerged, and it became popular to put a personal touch on everyday wardrobe staples.
Since its inception, ’47 has been dedicated to creating headwear that captures the essence of sports. In the 1990s, the brand noticed a trend of young consumers buying structured baseball hats with the intention of deconstructing them. People would cut out the inside of the caps, steam them in the shower, or even put them in the dishwasher to achieve a distressed, worn-in look.
In response to this demand, ’47 became the first company to create an unstructured, pre-washed hat that paid homage to these DIY processes. This style, known as the “Clean Up” or the original “dad hat,” quickly became a staple offering from the brand. Today, you can spot it on the heads of tastemakers, style icons, and sports fans alike.
“The Clean Up is more than just a product – it’s a part of people’s stories. It’s the hat that has been broken in over years, seen rivalries, and made memories,” says Dave Zaleznick, General Manager of ’47. “This campaign is our way of honoring that connection – the legacy of a silhouette that helped define everyday style.”
Experience the iconic accessory for yourself and learn more about its history at 47brand.com.
Presented by ’47 Brand
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