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Never underestimate the impact of a good cap. Bold and audacious by design, John Hatter & Co offers up a few tips on using your head to make an impression

interview by Will HALBERT

Let’s face it: lockdown hair is now well and truly a thing. And while some are fully embracing the disheveled chic of the caveman aesthetic, others are taking the opportunity to level up their hat game. Enter luxury hatmakers John Hatter & Co. Inspired by the classic trucker cap – John Hatter & Co takes iconic quotes and phrases and prints them on miniature, aluminium-embossed license plates to create premium caps that make a statement that’s impossible to ignore. We sit down with John himself to get a heads up on the story so far.

First off, tell us a little about yourself and how John Hatter & Co came to be.
I qualified as a Financial Advisor and became a branch manager in Stockholm. After 2 years, I decided to start my own firm and had a Jerry Maguire moment of asking the office ‘who wants to join me?’ Pretty much the entire office did, which was a good sign of my management skill-set I guess. 

I started my Wealth Management business in 2011 and sold it in early 2016. In that particular industry it is the same thing everyday. You get up, put on a suit and tie and go to work – over and over again. 

After about two or three years, I just couldn’t do it anymore. I was doing lots of administration and taking care of the firm. I literally said to myself ‘f*ck this’ and went travelling, enjoyed life for a few months and then came up with this crazy idea to create baseball hats. 

The humble trucker cap is such a menswear staple. What made you decide to put your own twist on it?
I wanted to put my own twist on things as primarily I wanted to create something that garnered attention. It’s a pretty cool ice-breaker, after all. The quotes are admittedly sometimes quite offensive, but they are meant to raise a smile and start conversation. I mean, they are perfect for when you want to be seen and staying in a resort somewhere or in a bar; the reaction has been great. The aluminium plate and packaging with the bespoke box and dust bag gives the product a real luxury feel and that’s what I was really looking for in the creation of the hats and how they are presented. I thought it was missing from the market  –  a luxurious cap that ditches the pretense and has a little fun!

Talk us through the John Hatter philosophy. What sets you guys apart?
I suppose the philosophy has been to focus on us being a lifestyle brand first and foremost. I spent a lot of time planning and deciding where the caps should be made. I wanted to have something that I believed not only looked cool, but also something that set us apart. That comes through in the high quality of the product from start to finish. A lot of money has gone into the aluminium plate and of course the packaging, but the essence of the brand – and you will see this from the shoots – is to capture that lifestyle.

Talk us through the construction a little. What goes into the making of a premium cap?
To be honest, the construction was a pain in the ass! I went through so many factories trying to get it right and I very nearly quit. The aluminium plate was so difficult to master and get right as they are embossed, and it’s a difficult to do, the rivets are also screwed through the plates and there’s embroidery around it, so it took a lot of time planning and a lot of samples.I didn’t feel I had the quality. I eventually found a factory that got it 90% right, so I was revitalised and of course we finally got there. The boxes have a magnetic clasp and each one is bespoke to the hat inside, so it is subtle, but extra special for the customer.

How do you go about selecting the quotes on your caps? Any personal favourites from your line up?
The selection process boils down to thinking of my favourite movies! I look for lines that I believe are good ice-breakers. One of my favourites is ‘I Will Not Die Sober’ as it causes a lot of conversation and smiles and my other favourite is ‘We Rob Banks’ – the black and yellow colour way really sticks out and it’s a bold statement if anything. It’s fun.

Caps worn backwards. Yay or nay?
Sure, I think that caps can be worn backwards, especially if you’re hungover or just hanging at a beach club. But it’s not usually how I would suggest wearing them. I get it though.

And finally: who wore the trucker cap best? Quint from Jaws; Marty of Back to the Future II; or Wayne of Wayne’s World?
Quinn from Jaws! He didn’t give f*ck about anything in the world!