Our Story
Our Story
Homegrown threads. Hometown pride.
704 Shop was started in Charlotte in 2013 by three UNC Charlotte grads (and former roommates) who wanted gear as good as the pride they had in their city. More than a decade later, that's still the idea: where you're from deserves to be worn.
Today, 704 Shop is a hometown apparel brand, born in Charlotte and worn across the country.
Born in the 704
We named ourselves after Charlotte's original area code and started making tees, hats and hoodies for people who love this city. We're still Charlotte's original lifestyle and apparel brand, designing gear that celebrates the Queen City, from the skyline to the stories behind it.
Official Charlotte gear
We're officially licensed by the City of Charlotte to use its crown, and we work with UNC Charlotte on gear for Niner students, alumni and fans.
Find us at CLT
Flying through Charlotte Douglas International Airport? You'll find 704 Shop gear in shops across the airport, so you can take a piece of Charlotte home wherever you're headed.
Hometown pride, everywhere
Charlotte taught us that people don't just live somewhere. They're from somewhere. So we took that idea national. Neighborhoodies are hoodies for more than 21,000 neighborhoods across the country, from NoDa to Park Slope, so wherever home is, you can wear it.
Charlotte history, one Friday at a time
Our Fact Friday series digs into the people, places and stories that shaped Charlotte, with more than 450 stories so far.
Need custom merch? Meet 704 Supply Co.
For custom apparel for your business, team or event, our sister brand 704 Supply Co. designs and makes custom branded merch.
Featured in Axios Charlotte, Charlotte Magazine, WSOC-TV, WBTV and CLT Today.