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Hats

11 brands

A hat sits right at eye level, where everyone who looks at you takes in the brand on the brim. That visibility is why a real surname does so much work here. More of these names put a founder front and center than any other kind, with Stetson, Goorin Bros, Tilley, and Eric Javits all standing a person behind the felt. A few break that habit and reach for an invented or scene-setting word, as Melin and Lack of Color do, though they then have to build over time the trust a surname carries from day one. Go that route and keep the word short and clean enough to take in at a glance.

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