To commemorate the Super Bowl 50 in San Francisco, sports lifestyle brand ’47 partnered with two of the Bay Area’s premier streetwear imprints to create a one-of-a-kind capsule collection. Enlisting Benny Gold and Black Scale, the SB50 Boutique Collection captures the same energy of the event while paying homage to the host city with a bevy of casual stables, from headwear to hoodies.

SB50 has two distinct stories as told through the lens of the respective partners. While Benny Gold remains consistent with its “stay gold” mantra, Black Scale’s approach to the collaboration is synonymous with its hallmark tonal black-and-white color palette. The collection will be available to fans everywhere via 47brand.com, bennygold.com and black-scale.com.

The task was to create unique pop-up shops within both Benny Gold and Black Scale’s flagship stores in San Francisco. The idea was to take elements of sport and infuse them in a functional way into the space. We created custom logos and signage from chain link fence, built and installed custom lockers for merchandise with paint palates based on SB50, yet work within the tone of the individual shop, and even sourced and refinished stadium seats from the old Tiger Stadium in Detroit. In the end, each shop had a one of a kind retail experience that called out the collection, while highlighting each brand’s personality.

Designed by Dave Bates
Photography by Will Fletcher