What's happening - like *right* now
Pre-order madness, Tate, and the next right thing
This past Friday was another insane drop.
Pros: We sold out quickly and launched a pre-order. Pre-orders are a dream for our team because they guarantee customers get the exact size/style they want when something flies off the shelves.
We hear it all the time: “Why don’t you make more of Home of Champions?” Truth is—we do. Each run has more units than the last, but the demand just keeps growing. We’re definitely not complaining. In fact, we’re beyond grateful for the love behind our Boston-inspired line.
If you’re new here: Home of Champions (HOC) celebrates the 40+ championships Boston has claimed through the Celtics, Bruins, Red Sox, and Patriots. It was Sarah’s concept (our CGO and my co-owner—together we own 100% of 1987) that she pitched almost two years ago. The line took off right away, but this past year the energy has been next-level—especially after our viral navy HOC hoodie. We STILL get DMs about it eight months later. And yes, good news: it’s coming back this fall, both in the original design and in a slightly updated version with fresh details. If you’ve been in our comments begging for it—we heard you.
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We actually love when you tell us what you want—it makes production easier and sharper. Of course, we’re always trend forecasting (one of the perks of our model since we’re not designing years in advance), but when you shout “More HOC,” we listen. This fall/holiday, expect a lot of it—new silhouettes, jackets, metallic embroidery, and more. Plus, we’re dropping a new mockneck crew (outside of HOC) that I think will become your go-to everyday piece.
Back to Friday: Some of you may have noticed chaos on the Shop All page. Items were showing in sub-collections like Home of Champions, but not on Shop All—for about half of visitors. Even some of our own team couldn’t see them. Cue: hundreds of emails, DMs, and my hands literally shaking as I troubleshooted on the phone with Sarah. We learned Shopify’s backend was normal, but traffic was so high the Shop All page lagged in updating. Terrifying in the moment. Republishing the site fixed it, but whew—that was a morning.
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If you couldn’t see the products, we’re so sorry! On huge traffic days, glitches happen—but we always run a post-mortem and make sure it never happens twice. Pro tip: if that ever happens again, try Shift + Reload to force the newest version of the page.
The good news? Pre-orders went absolutely bananas. Pre-orders are huge for us: no waste, no guessing, and they let us finance production efficiently. Let us know if you’d like to see more pre-orders alongside our traditional drop model.
On that note—Eleanor on our team wants to launch a “vote for your favorite restock” feature for the holidays. Imagine being able to bring back any piece we’ve ever dropped, just by voting. Thoughts?
And in other insane news: Tate McRae wore 1987. Yep. Not only does she have the lyric “Met you at a night out in Boston” but our first viral HOC moment was to her song on TikTok. Full-circle magic. We’re beyond grateful and working on something top-secret (stay tuned). Sometimes in business you grind endlessly and feel stuck—then suddenly, the universe clicks and it feels like fate.
At the end of the day, I’m just so grateful for YOU—for supporting a self-funded brand built from nothing but my savings and a dream, and now co-owned and grown with Sarah and our team. We don’t have PE or VC backing—just our community, grit, and a lot of late nights. Lately my motto has been: just do the next right thing. Not stressing over the five-year plan—just making the right call today. Get pre-orders into production. Finish the fall line. Plan fun pop-ups. Have fun.
For the first time since starting 1987, I feel like we’re playing offense, not defense. I’m learning to actually enjoy the wins: the sell-outs, the TikToks, the community moments. Here are some of my favorites from this week.
Not only did we LOVE the tote (see below).
But, my current favorite tagline? “So is this tree.” (Long story, but as we packed up our Seaport pop-up shop for the season, some of you grabbed our decor - including a tree. DYING.) Limited-edition olive trees in navy and oxblood, anyone? 😂
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So is this tree.
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Jen