'47 X BLACK FIVES Launch First UK Pop Up Store from 11th June to 21st June 2015

'47 BRAND PARTNERS WITH HISTORIC BLACK FIVES FOUNDATION & LAUNCHES FIRST EVER UK POP UP STORE

Premium Sports Lifestyle Brand Teams Up with Leading Non-Profit Organization to Create 

New Genre of Apparel, Combining Fashion with History  

 ’47 Brand, a privately held, premium sports lifestyle brand, has partnered with the Black Fives Foundation, a non-profit organization that works to research, preserve, showcase, and teach the pre-1950 history of African Americans in basketball, to create a first-of-its-kind collection of headwear, apparel and accessories that combines fashion with history. The multi-year licensing partnership brings together one of today’s leading sports lifestyle brands with a one-of-a-kind authentic vintage sports property that is socially and culturally relevant.

To celebrate, ’47 will be hosting their first UK pop up store at the Old Truman Brewery, Unit 8, Dray Walk, East London from the 11th June to 21st June 2015. The store will feature all product from the ’47 x Black Fives collection & will be available to purchase as well as online at www.47brand.co.uk.

“Both ’47 Brand and the Black Fives Foundation represent a legacy that is deeply rooted in American sport history, and we are honoured to work with them on this collaboration,” said ’47 Brand’s co-owner Steven D’Angelo. “’47 Brand supports the history of sports, so it was a natural fit to join forces with the Black Fives Foundation and bring this new genre to life, by sharing the untold stories of how the Black Fives Era helped pave the way for basketball as we know it today.”

 The partnership includes headwear, apparel and pennants, which draw on and reflect the Foundation’s leading historical archive of Black Fives Era artifacts as well as its unique portfolio of the historically accurate logos of original African American teams. Looking ahead, both ’47 Brand and the Black Fives Foundation will expand with additional product offerings, such as vintage jerseys, socks, and other complementary styles.

 “The vision behind this collaboration from our two authentically rooted brands is to not only capture fans’ passion for basketball, history, and quality workmanship, but also to honor and celebrate the once-forgotten but important efforts and contributions of the game’s early African American pioneers,” said Claude Johnson, Executive Director of the Black Fives Foundation.

 The partnership reinforces the Foundation’s slogan, “Make History Now,” by bringing back an important genre of sports history through the existing appeal of ’47 Brand’s youthful, fan-targeted, contemporary lifestyle apparel and accessories offerings. Both ’47 Brand and the Black Fives Foundation will amplify their messages by creating collections that speak to the audiences that both brands have established, and beyond.