Since 1895​​

We’re more than hatmakers—we’re dreamers, believers, and relentless optimists. For over a century, our family has crafted headwear with a purpose: to move people forward. We challenge convention, embrace bold ideas, and celebrate individuality because we believe everyone deserves to be seen and heard.

​​Why We Do It​​
Life doesn’t wait—it rushes ahead. The magic happens in the unexpected, the daring, and the new. We’d rather take a leap forward than play it safe. That’s why we’re betting on the future, one hat at a time.

​​How We Do It​​
Some things are better left unexplainable. But when you know how to look, the ordinary becomes extraordinary—and we like to think we’ve got an eye for it.

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​​1895: The Beginning​​
Cassel Goorin hit the streets of Pittsburgh with a horse-drawn cart full of hats and an unwavering passion for craftsmanship.

​​1949: First Retail Store​​
Cassel’s sons, Alfred and Ted, brought the family business to San Francisco, opening their first storefront at Mission and First St.

​​1960: Breaking Boundaries​​
When fedoras and flat caps weren’t enough, we turned to ski culture—pioneering sportswear styles that sparked the innovative spirit still driving us today.

​​2003: Let the Animals Play​​
Ben Goorin’s playful patch designs—The Swine, The Beaver, The Cock, The Goat, and The Ass—ignited a global movement, blending irreverence with artistry.

​​2022 & Beyond​​
Today, we honor our roots while reinventing them. Through timeless craftsmanship and fresh perspective, our hats connect a worldwide community of free thinkers, dreamers, and rule-breakers. Because looking ahead? That’s always been our style.