Ultimate sustainability in fashion is that, once you buy something, you wear it forever instead fo throwing it away after a season. Even selling it at a vintage store doesn’t really cut it if you are to buy something thinking ‘Well, if I don’t like it, I can sell it on’. In fact, besides durability of the item, the design of a fashion item is very important. That is because, if the item is not beautifully designed for you, you will start feeling unhappy wearing it quickly and start looking for a way to get rid of it.
So when you look for a ‘beautifully designed hat that you want to wear forever’, who would you look to? A big luxury brands which set trends every season and gives you certain social status with the label or an experienced hat maker who will meet you, look at your face and rest of your outfit, discuss your concerns and address them for you?
In my opinion, sometimes ‘fashion’ and ‘trend’ give you false sense of confidence. In fact, they may do completely the opposite. They exploit on your insecurity and make you addicted to wasteful buying habits. They make you try keep up with trend and peers and compete. But do you really think that this floppy bucket hat with a little logo ‘beautiful’? Or have you been told it’s a ‘new must-have item made with easy material with nonchalant look?’ And if the shape of the hat doesn’t enhance your facial features, would you blame your face for not being trendy enough or ‘too fat’ and start going on a diet again? I really want you to stop that. I see it’s really hurting you (and subsequently others, I hate to say). It is such a waste of your energy, money (which you worked hard for), time and all other personal resources you can think of.
Meanwhile, if you are to give me a chance instead of going down this route, I would do the following.
1. We meet so we can look at your face shape and discuss the use of the hat as well as your general taste for outfit to determine the style of the hat. A hat sits right on your face so the shape of the hat is as important as your haircut.
2. We look at your complexion as well as your favourite colour scheme to determine the right shade of the hat. It can be a contrasting colour or a blending colour. I may even suggest that you try a colour you never thought of but better to have more options.
3. I take measurement, first to remove your total misconception that ‘your head is too big’. If a mass-produced hat doesn’t fit your head, it is often because the shape of the rigidly stiffened hat doesn’t fit the shape of your head, not because your head is too big. So I measure your head and check the shape of your head.
4. Your ideas are very important but I would also at least give my opinions for your consideration. And you are often surprised that there are in fact way more options to make your face ‘a hat face’ out there!
5. I always use highest quality material which will last for a long time. I will also explain the quality and nature of the materials so you know if it needs certain cares. I also encourage you to bring your hat back for regular maintenance such as re-blocking of your straw and felt hats as well as exchange of inner bands. We can even re-model or swap your hat after a while.
We can do all of this together whether it is a made-to-order hat or the one which is already is the store. When we think about a ‘sustainable hat’ which you feel truly beautiful wearing for a long time, is it ’fashion’ ‘trend’ and ‘brand’ which help you? I think ‘style’. And your genuine confidence in your own style.
Everyone suggested that I should call my brand by my own name. But I wanted to call it ‘demure’ because, to me, it represents genuine confidence. When you know what you like and you have it, you are confidently quiet. I wanted this idea to be the core of my brand. If you are truly confident in yourself, you don’t have to post selfies on Instagram, you don’t have to brag about the fashion and trend. Imagine how liberating, self-caring and sustainable for your soul that would be! And it will be my utmost honour if my hat becomes the tiniest reason of that feeling.
