What We’re Wearing Right Now

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Lately, I’ve been firmly in my Pilates era.

Early mornings, coffee first, movement before meetings. Throwing on something I don’t have to think about, heading out the door, and letting the day unfold. That rhythm has quietly shaped what I’ve been wearing—and, honestly, what 1987 has always been about.

I’ve also started posting on TikTok again. If you follow along, you’ll probably notice the same few pieces showing up over and over. That’s intentional. I’m less interested in “outfit content” and more interested in showing what real life looks like—Pilates mornings, walking the dog, calls with our team, errands, travel days. And naturally, that means wearing 1987 the way it’s actually meant to be worn.

Coming Back to Social, Differently This Time

When I first started 1987, I was very forward-facing. The brand wasn’t venture-funded—I self-funded it—so I was one of the resources I had. I showed up on camera, told the story, modeled the pieces, ran scavenger hunts where we hid hoodies around Boston. Some of those videos reached hundreds of thousands of views.

As the brand grew, my role shifted. Today, my focus is leadership: setting the tone, protecting the narrative, making sure collaborations make sense, overseeing operations, finance, creative, and keeping us disciplined in who we are. Fashion makes it very easy to chase what everyone else is doing. My job is to make sure we don’t.

So when I decided to dip my toe back into social, I knew I didn’t want it to feel performative. I didn’t want to sit down and explain business strategies or ask people what content they wanted. I wanted it to feel natural—just showing you what my days actually look like, and letting the brand show up organically within that.

What I’m Actually Wearing

Right now, I’m reaching for the same pieces on repeat.

• The Varsity Rollneck — especially before Pilates. Easy, comfortable, polished without effort.

• Our sold-out Harbor Fleece — constantly. I’m deep in a fleece obsession phase, and judging by how quickly it sold out, you are too. Expect more here.

• The League Hoodie in Cherry — which has been especially fun to see worn organically by others lately like Ann Michael Maye and Jayda Hawkins.

  

One of the best parts of this season has been watching women we admire wear 1987 for big games. Seeing so many of you dress in 1987 for the Pats Vs Broncos game was UNREAL. <3

Also YouTubers we obsess over like Maddie Milton in our Ringer crew. Alex Rose in our Low Rise cherry sweatpants. Watching pieces show up in everyday moments—travel days, coffee runs, walks, real life. That’s always been the goal.

Why We’re Revisiting Basics

As we’ve grown, we’ve started getting more requests for elevated basics—pieces without overt Boston or Home of Champions branding. Clean silhouettes you can wear anywhere, that still feel unmistakably 1987 in quality and fit.

So we’re dipping our toe back into basics like our waffle zip seen above.

Not abandoning what makes us us, but expanding thoughtfully. Specialized pieces will always be part of our DNA—but there’s room now for foundational items that live just as hard in your rotation.

The 1987 Girl (and Why It’s Bigger Than Me)

We recently did a deep brand exercise to clarify something we get asked all the time: What is 1987?

It started as my birth year because I was the first 1987 girl. I was designing for my own life—city days, Cape weekends, wanting to feel put together without trying. But over time, that evolved.

Today, 1987 isn’t about me. I was the starting point, not the destination.

The 1987 girl is an archetype:
She wakes up in her Boston apartment while the city is still quiet. Coffee first. Pilates or a walk with her dog. A few hours of work. Maybe watching the game later. Maybe packing for the Cape. She dresses without overthinking—leggings, rollneck, hoodie. Comfortable, clean, confident. The same pieces move with her from city to coast.

This is why our guiding phrase is now:

Designed for East Coast living. Released in limited runs.

It grounds the brand in real life, not fashion moments. It makes the East Coast a lifestyle, not a look. And it allows us to grow beyond Boston while never losing our roots.

Everyday Favorites, Not One-Time Outfits

We’ve gotten very clear on what we’re not.

We’re not occasion wear.
We’re not night-out outfits.
We’re not trend-driven or designed to be worn once.

1987 designs the pieces you reach for again and again—until they become the only ones you want. The goal isn’t variety. The goal is obsession.

When I see someone wearing the same 1987 hoodie multiple days in a row, that’s the ultimate compliment. It means we’ve done our job.

This is what we’re wearing right now.
This is how we’re living.
And this is exactly what 1987 is designed for.

-Jen DeAngelis McNamara

Founder & CEO

1987