’47 Brings Its Signature Headwear to Soho with Newburgh Street Pop-Up

For more than 75 years, ’47 has quietly mastered one of menswear’s most enduring accessories: the cap. Now, the American headwear specialist is giving London shoppers a dedicated destination with the opening of a new pop-up on Newburgh Street in Soho.

The move follows the success of the brand’s Father of All Dad Hats and Worn Worldwide campaigns, marking another step in ’47’s expansion beyond its sporting roots and into contemporary fashion. Located at 13 Newburgh Street, the space showcases the full breadth of the label’s offering, from officially licensed MLB and NFL collections to seasonal releases and collaborative projects.

At a time when sportswear continues to shape modern wardrobes, ’47 occupies an interesting position. Rather than chasing trends, the brand has built its reputation on refining classic silhouettes that sit as comfortably alongside tailoring as they do with denim and sneakers. Its Clean Up cap, in particular, has become a staple thanks to its relaxed fit and understated styling.

The London opening also coincides with the launch of dedicated UK and EU e-commerce platforms, making the complete ’47 collection more accessible across the region and signalling a long-term commitment to the European market.

Situated in one of the capital's most influential menswear neighbourhoods, the Newburgh Street residency offers an opportunity to experience the craftsmanship and design heritage behind one of the industry's most recognisable names in headwear.

'47 Pop-Up
Location: 13 Newburgh Street, London W1F 7RS
Opened: Now