Last week ’47 Brand opened their new London pop-up store, launching the Black Fives collaborative collection to kick things off.
Spread across a variety of headwear and clothing, the Black Fives collection takes a selection of the original basketball teams from the Black Fives Era, along with seven boutique retailers from their respective cities, creating a three-way collaborative collection that merges old and new. The Black Fives history is a really interesting one, documenting the importance of African American teams in the early stages of basketball. More on that topic in our forthcoming interview with Black Fives Foundation founder Claude Johnson.
This collection is an interesting one in itself, not only for the use of historical branding, but thanks to the number of big name American boutiques on board. Reed Space, Major, Hall of Fame, Packer, Shop412, Leaders, and Villa have all got involved in this project, taking the lead on the creative direction for their respective city, both in design and product selection. It makes the collection varied, a capsule collection of capsule collections, if you will.
The ’47 Brand pop-up store can be found at Unit 8, Drays Walk E1 6QL and is open until 21st June.