How Mr.Hat Built a Global Millinery Movement
Ki Pharaoh: Mr.Hat x Spencer Hart
In an era when fashion trends come and go faster than ever, one man has breathed new life into one of the industry’s oldest crafts: millinery. Anthony La Touche, widely known as Mr. Hat, saw untapped potential in the headwear industry and reshaped it through innovative personal branding, community-building, and digital marketing. From his Mr. Hat Formula to co-founding The Hatterist, the world’s first digital agency dedicated exclusively to hats, La Touche’s influence is undeniable. Today, he stands as a visionary, driving a global movement that elevates hats beyond mere fashion accessories into true works of art.
La Touche’s journey began not as a designer but as a storyteller and strategist. Coming from a background in fashion marketing, he noticed that while hat makers were skilled artisans, they often struggled to build a brand presence and engage modern consumers. He identified a need for a fresh approach to hat marketing—an insight that birthed the Mr. Hat Formula. This blueprint bridged the gap by combining personal branding with storytelling, community engagement, and strategic partnerships. More than promoting hats, La Touche’s formula made millinery relevant to a new generation, setting a standard that others in the industry have since followed.
Each element of the Mr. Hat Formula—My Story/Niche, Relationships/Community, Honing Craftsmanship/Industry Knowledge, Authority/Differentiation, Together/Strategic Partnerships—was crafted to elevate hats’ perception. His blog, Hatabouttown, played a central role in this transformation. Initially started as a street-style project capturing stylish Londoners’ headwear during London Fashion Week, Hatabouttown quickly evolved into something much more unique. La Touche pioneered a new type of street-style photography focused exclusively on hats and the personal stories behind them. This fresh approach helped build a close-knit, global community of hat enthusiasts, designers, and artisans. In fact, some of these encounters blossomed into lasting friendships, making Hatabouttown not only a showcase for creativity but also a bridge connecting people with shared stories. The blog soon evolved into an invaluable market research tool for hat brands, as La Touche gathered consumer insights directly from his audience, helping brands anticipate trends and adapt more effectively.
With his HatsOnly events, La Touche took his formula even further, creating immersive experiences that brought fashion, music, and art together. These gatherings provided spaces where artisans and consumers could connect and explore the stories behind each hat. By inviting Grammy-award-winning artists like Erykah Badu and collaborating with major brands like Airbnb and Visa, La Touche made HatsOnly a globally recognized platform. These events gave niche creators a stage to shine, inspiring a community that sees hats not just as accessories but as expressions of art and culture.
La Touche’s influence and dedication to his craft soon attracted the attention of industry veterans. In collaboration with renowned experts Mark and Nichola Harris, he co-founded The Hatterist, the first digital agency dedicated solely to the headwear industry. By focusing exclusively on hats, The Hatterist offered targeted marketing, branding, and digital strategy to both artisans and established brands, bridging the traditional art of hat-making with digital innovation.
Through every facet of his work, La Touche has stayed true to his mission of “making the invisible visible.” He believes that artisans working behind the scenes—whether in fashion, music, art, or tech—deserve recognition. His HatsOnly events and the creation of The Hatterist exemplify this mission, providing platforms for creatives to share their craft on a global stage.
As the world increasingly acknowledges niche creators, La Touche’s foresight and dedication shine even brighter. His journey is a testament to the power of innovation, personal branding, and the ability to disrupt an industry from within. Anthony La Touche hasn’t just redefined millinery; he has built a movement that celebrates the artistry, storytelling, and cultural significance behind each hat, leaving an indelible mark on the fashion world and shaping it for generations to come.
