I’ve been a hat collector ever since I was in high school. It might sound weird, but I have a passion for hats.
The first hat I owned was from my school. Then I had a Dallas Mavericks hat. Then a University of Michigan Hat. Don’t ask me why, I think I just liked their uniforms and Desmond Howard had recently won the Heisman Trophy. I digress.
Driving deeper, there’s merch and there’s apparel.
Merch is great. I have it. Have done it. Will still do it. And have favorite brands for T-Shirts and Hats.
Apparel is a little different. There’s intention between the design and not just the logo.
Recently, I attended a fabric show just to see what’s out there. All the materials that make the products you use every day were represented.
Think backpacks, rain jackets, shoes, you name it.
This process of curation is similar to coffee. Understanding origin, process, roast profiles. (Coffee will be back online soon)
It’s all an art form that scratches the same itch as filmmaking—solving creative problems through details. Materials, fit, colors, pattern sizes. The more I got into it, the more I realized how hard it is to make something timeless.
Here’s what went into my first hat drop:
- The Fit: I have a big head. I didn’t want something too floppy or too structured. Just comfortable cotton, breathable, and something that looks good on anyone.
- The Brand Design: This was hardest part - not because of the logo, but how to present the identity. So I kept it simple—primary typeface on the inside woven label, a subtle “DEEP” label on the SnapBack. Not many will notice, but “DEEP” + “SNAP BACK”… Get it?
- The Style: Casual but rugged. A starting point that matches what I actually wanted to wear.
- Usage: I’m tired of my hats getting sat on or crushed in my car. This has been a pain point, so I wanted a hat that I don’t worry about getting crushed and losing it’s shape.
You can find both hats:
When I first started, I had 100's of ideas. Narrowing down to one starting point was the real challenge. This is why brand guidelines matter. Once you have a direction, you’re not constantly guessing.
Branding is like filmmaking. Symbolism. Motifs. It’s not just what you see—it’s what it makes you feel.
This is just the start. More designs will come. Golf hats, different patterns, maybe a little weirder later. But this first drop sets the tone.
The amount of hours that goes into this is pretty insane when you think about it.
Thanks for following along. This is going to be a fun chapter.
