Sully’s Brand: Outfitting Boston fans for over twenty years.
Over two decades ago, we were the guys peddling anti-Yankees stickers and apparel in the streets of Boston. But it wasn't because we necessarily wanted to talk smack about Boston's rivals, it was driven by our love of music!
When we first headed out to sell our wares from backpacks to the crowds leaving Fenway Park, we did so to raise funds for the Bridge Nine record label. Banks weren't giving loans to teenage punk-music fans looking to release albums, so I had to get creative. My friends and I earned the money that was needed to invest in Bridge Nine's bands by offering merchandise that helped Boston fans speak their minds with bold slogans that you couldn't find in the pro shops. It paid for studio time, radio campaigns, and advertisements for dozens of bands. It also covered plane tickets to send them all over the world and bought tour vans to keep them on the road playing shows.
After a few years, I realized this wasn't just a chance to help my favorite bands release albums, but it was also a great business opportunity on its own, so the Sully's brand was born. I set out to create a new Boston-centric brand that captured the same outspoken spirit as the punk-rock bands that I loved. It was based on what the fans wanted to say—to their friends AND to their rivals. It was a simple idea. Make the t-shirts that you had to have, couldn't get anywhere else, and everyone asked you about. We've helped Boston fans worldwide literally wear their emotions on their tees. And by doing so, we've helped Bridge Nine release a LOT of great music. Over 300 titles, and almost all of them on vinyl! With bands like New Found Glory, H2O, Dropkick Murphys, Have Heart & more. In the early days, it was all about taking shots at our rivals, now we spend most of our time reminding people to BELIEVE IN BOSTON.
We don't want to just make great-looking gear, though. While our earliest offerings leaned somewhat negative at times, we wanted to be a positive part of our community. That is why we've chosen to focus on cause marketing initiatives that help reinvest locally through charities, like the Jimmy Fund and the Red Sox Foundation. And we've used our trademarks to help, most notably by raising over $61,000 for the Boston One Fund and almost $36,000 for the Gunnery Sgt. Thomas J. Sullivan Memorial Fund through the sale of special edition "Believe In Boston" t-shirts.
Our passion for all things Boston helps us to create original apparel and merchandise that not only lets you rep your city but also look great doing it while supporting a vibrant music scene, so thank you for joining us on our journey!
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Started in the street.
I launched an indie record label when I was 19, but could only afford to release one or two records a year. Living in Boston’s Mission Hill, my roommates started a band and I knew they could be huge, but they needed a much bigger push than I could afford with my record store paycheck. So in the spring of 2000, we headed to the Fenway neighborhood to cash in on Boston’s rivalry with New York and earn the money needed.
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Building a brand.
For the first few years, we focused on our rivals. In the spring of 2004, we started reminding people to BELIEVE IN BOSTON®. Every dollar was being invested in my punk record label, and I soon realized this was a better business than music! Once the record label was properly funded, the street hustle became Sully’s, and I worked hard to put the brand in stores across New England.
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Giving back.
We are now in our 24th year as a brand and headquartered in our flagship store in Beverly, Massachusets. Sully’s has become a longstanding part of the fabric of Boston, outfitting the adult children of our earliest customers! Our “Believe In Boston” slogan has become a fixture at every game in the city and a significant way for us to give back to our community.
