Most folks know Twins Enterprise Inc. for its store near Fenway Park, which is wall-to-wall with Red Sox gear. You need a cap? Or a Big Papi shirt? No problem. Twins Enterprise can help you out with that.
And now the Westwood-based company is getting into football in a big way. Under its ‘47 Brand, Twins Enterprise is launching a line of official National Football League haberdashery. (The company was started by twin brothers Arthur and Henry D’Angelo in 1947. Hence the ’47 Brand name.)
We’re talking jock couture here, as in lifestyle attire and stylish chapeaus that appeal as much to women as they do to men. While items in the ‘47 Brand line-up draw inspiration from football uniforms and team colors, they are not to be confused with replicas of items that NFL stars wear on the playing field. (Those on-field replicas are generally from Nike Inc.)
NFL styles from ‘47 Brand aim to be both fashionable and versatile --- well suited to a sports bar, but also at home in tony saloons that serve up $18 martinis and menu items that feature cilantro and drizzles.
Here’s another way to look at ‘47 Brand. When the company decided to open a ‘47 Brand store in Boston, it located the store on fashionable Newbury Street.
What appears below is the first-ever TV ad for ‘47 Brand. It is now airing on ESPN.
For Twins Enterprise, the NFL licensing deal represents another step in its strategy to establish ‘47 Brand as a stand-alone lifestyle brand. Under its NFL licensing agreement, the ‘47 Brand logo will be visible on its NFL hats and apparel.
The NFL agreement isn’t the company’s first licensing deal. ’47 Brand already has deals with Major League Baseball, the National Hockey League, and the National Basketball Association as well as with 650 colleges and universities.
The hope is that all these deals will generate so much cachet that over time, consumers will start asking for ‘47 Brand items by name.
“The NFL is a huge platform for us and the next step in the evolution of ’47 Brand, which we see as a real American lifestyle brand that can be extended into a range of product categories and as a brand that stands alone on its own appeal,” Steve D’Angelo, a ‘47 Brand principal, said in a statement.
To check out some New England Patriots items from ‘47 Brand, please click here.
‘47 Brand’s line-up of NFL products are sold at many NFL stadiums, including Gillette Stadium.Chris Reidy can be reached at firstname.lastname@example.org.