Why Boston?
The Heartbeat of 1987
If you know 1987, you already know–we’re Boston-based, Boston-inspired, and deeply rooted in the city’s spirit. Our marquee Home of Champions collection celebrates Boston’s legendary sports legacy–decades of championships across the Bruins, Patriots, Celtics, and (of course) the Red Sox.
But 1987’s Boston roots run deeper than sports. They’re personal.
My Family Story
It all began when my great-grandparents immigrated from Italy to Natick, Massachusetts. They arrived with very little, determined to build a better future for their children. One of those grandchildren–my dad–grew up in Natick with his four sisters. Over the years, our family expanded across Boston and its neighboring towns, creating a network of aunts, uncles, cousins and many, many big, Italian dinners.
Starting 1987 here in Boston felt like fulfilling the very dream my great-grandparents imagined: building something lasting in Massachusetts, the state that gave our family so much.
A Brand Built on Family Support
From the very beginning, my family has been at the heart of 1987’s success. My cousin Ally photographed our first shoots. My aunts, uncles and cousins were our earliest customers. My Aunt Anita–drawing on her Nordstrom retail background–taught me how to wrap my first package for shipping. My cousin Abbey was there to talk me through every complication along the way.
And when it came to the Boston-inspired names and vernacular that you love to see across our product line: my family helped shape the brand’s voice.
Even now, they’re our most loyal supporters, proudly wearing 1987 and offering the type of honest feedback only your family can. That mix of encouragement and constructive criticism has been invaluable.
Expanding the Circle
When I married my husband Jack McNamara, the network grew even larger. His family–also rooted here in Massachusetts–brought their own traditions, stories, and connections. His mom was a tennis athlete, and his dad and brothers top hockey players (many of whom went on to play pro in Europe). Their community ties run deep, particularly around Boston College.
Together, our families created a foundation of immeasurable support.
Why Boston Works
Boston has always been a city built on pride–especially in its sports teams, but also in its history, architecture, and diverse neighborhoods. Boston blends old-world elegance with some classic East Coast grit.
I’ve loved Newbury Street since I was a kid, seeing it as the height of style and sophistication. And while Boston has sneaker giants like Converse and New Balance, it’s often overlooked in the high-fashion conversation dominated by New York and L.A. I see no reason why Boston can’t claim its space in the fashion zeitgeist–and I like to think 1987 is part of making that happen. Forget the plain black shirt and jeans combo, let’s rewrite the “Boston Uniform.”
Boston Supporting Boston
From day one, Boston has continued to show up for us. We owe the Boston girlies everything. Local partners like WS Development, B/Spoke, and Truly–along with countless local brands–embraced us early. Boston has a way of championing its own, and that community spirit is woven into 1987’s DNA.
While we’ll eventually expand into other cities (manifest it!🤞), our foundation will always be Boston-bred. The city, its people, and its history shaped who I am and what 1987 stands for. And yes, we’ll proudly claim Dunkin’ as part of that heritage…duh!
Xoxo, Jen