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. As born and raised Pittsburghers, the brand’s co-founders, brothers Aaron and Christian 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.” In Pittsburgh, the collective experiences of everyone here—from Warhol, to Lemieux, to Carnegie—when put together and considered properly, is an amalgamated hero unto itself—one of America’s brightest stars.

Shop 412, the brand’s retail door, opened in 2008 with the aim of offering Pittsburgh a diverse array of the best offerings from around the country, and a home for the 412 brand. Today, in 2017, 412 is celebrating its 10th anniversary, and is the unofficial logo of the youth of Pittsburgh. Shop412 proudly stocks top brands such as Arcteryx, New Era, & Nike. Over the last five years, Shop412 has produced product collaborations and engaging launch events for Kris Letang (of the Penguins), Ike Taylor (formerly of the Steelers), Lupe Fiasco (Grammy-winning recording artist), 13thWitness (one of Instagram’s most-followed photographers), Meghan Klingenberg (World Cup Champion), Heinz, Taylor Gang, New Era, Majestic, and most recently The Pittsburgh Pirates became an official partner of 412.