The CLEAN UP cap from ’47 has defined the ‘dad hat’ since its introduction in the 1990s. For EMEA, the opportunity lay in making the CLEAN UP feel newly relevant to a fashion-led audience.

The brief was to move ’47 beyond pure sports fandom and give its most iconic silhouette an elevated lifestyle position – while still celebrating its everyman heritage.

FW25’s ‘The Father of All Dad Hats’ shoot celebrated the silhouette as a true original: one classic design, countless ways to wear it. Elevated portraiture, stripped-back sets and statement furniture gave the cap a more fashion-forward setting while keeping the product front-and-centre. For SS26, the focus shifted to colourway breadth. Eight colour-led set-ups paired each cap with its own tonal world, using coloured light, furniture and expressive portraiture to turn the range itself into the creative idea: “One timeless style, countless shades”.

FW26 evolved the same visual language through deeper saturation, stronger contrast and a richer use of props and lighting – creating continuity from season to season while keeping the work fresh. Across both of the ‘Colour Multiplier’ shoots, match-cut motion moved between models and backdrops, making the changing palette part of the storytelling.