Brought The World’s Oldest Hat Shop Into The Future

Ki Pharaoh:Mr.Hat x Lock Hatters Spencer Hart SS16 LCM Collection

Lock Hatters Rebranding Case Study

I spearheaded the rebranding of Lock Hatters, a historic brand founded in 1676, to shed its "museum of the past" image and resonate with style-conscious Millennials and Gen Z while honoring its rich heritage. I reframed the narrative by showcasing Lock's creative legacy, including the invention of the bowler hat, through original content and influencer collaborations. The launch of the new diffusion line, Lock & Roll, merged traditional craftsmanship with streetwear-inspired designs, supported by strategic partnerships with culturally relevant brands like Carhartt and Supreme. An experiential redesign of the flagship store introduced a heritage room highlighting Lock’s innovations, while immersive activations connected the brand’s legacy to younger consumers. This comprehensive strategy revitalized Lock Hatters’ perception, resulting in increased sales, foot traffic, cultural recognition, and sustained impact eight years post-launch.