If you’re from Pittsburgh there is a very high chance that you have seen someone walking around with the 412 brand on. 412 was birthed in late 2007 with the aim to create a brand that celebrated Pittsburgh’s emerging generation of cultural creators and professional athletes – all inspired by the ‘Burgh’s proud blue-collar heritage. Pittsburgh native brothers and cofounders, Christian and Aaron Kinkela thought that the best way to represent their hometown was to create a logo and brand steeped in the insight that “In Pittsburgh, Hometown is Hero.”Over the past five years, Shop412 has produced product collaborations and engaged launch events for Kris Letang (Pittsburgh Penguins), Ike Taylor (formerly of the Pittsburgh Steelers), Lupe Fiasco (Grammy-winning recording artist), 13thWitness (one of Instagram’s most-followed photographers), Meghan Klingenberg (Women’s World Cup Champion), and Heinz (a Kraft company). New Era is the official headwear partner of 412. Shop412 is a proud partner of the Pittsburgh Pirates and most recently the Pittsburgh Penguins. Shop 412 is located in the heart of the South Side of Pittsburgh, in the SouthSide Works complex. The brand’s retail door opened in 2008 with the aim of offering Pittsburgh a diverse array of the best menswear from around the country as well as a home for the 412 brand.