Alexander Lendrum

Editorial curator, born and raised in Hong Kong.

’47 Takes its Baseball Roots to Paris for a Tonal Pop-up Store with Unrated

Boston-based ’47 has been rooted in sport since 1947 — hence the name — consistently melding and blurring the lines between sports and lifestyle. As ’47 expands its global footprint in Europe, we collaborated with them to create a unique experience that celebrates their heritage while showcasing two of the MLB’s most iconic baseball teams — the New York Yankees and the Los Angeles Dodgers (who back in ’47 where actually based in Brooklyn). Our collaborative pop-up came to life in Citadium May 3.

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The theme of the pop-up is focused on the contrast of the cities — New York (Yankees) represented in all black, and Los Angeles (Dodgers) in stark white, with tonal ’47 relaxed and curved headwear and premium apparel displayed, respectively. The monochromatic approach allowed us to reimagine the two sports teams while still nodding to ’47’s history.

See the space Wednesday May 3 through May 20 at Paris’ Citadium. Stay tuned for more product drops and experiences from this partnership.

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’47 x MLB Tonal Pop-Up Store
May 3-20, 2017 at Citadium – 56 rue de Caumartin, Paris

Alexander Lendrum

Editorial curator, born and raised in Hong Kong.