Transformed The World’s Oldest Hat Shop For A New Generation
Lock Hatters Rebranding Case Study
Challenge:
Lock Hatters, founded in 1676, was struggling to shake off its "museum of the past" image. The brand needed to become culturally relevant and appeal to Millennials and Gen Z while staying true to its rich heritage.
Rebranding Strategy
Reframing the Narrative
Highlighting Heritage:
Focused on Lock's rich history of creativity, like inventing the bowler hat, to reinforce its blend of tradition and modernity.Content & Influencer Campaigns:
Produced original content and influencer collaborations that showcased the fusion of heritage with contemporary style.
Developing a Contemporary Line
Introducing Lock & Roll:
Launched a new diffusion line that combined traditional craftsmanship with streetwear-inspired designs.Strategic Collaborations:
Partnered with culturally relevant brands like Carhartt and Supreme to ensure Lock Hatters was in sync with streetwear fashion culture.
Experiential Redesign
Flagship Store Overhaul:
Redesigned the flagship store, introducing a heritage room that showcased historical artifacts and Lock’s untold stories of innovation.Immersive Activations:
Organized events and activations that connected Lock’s legacy with the lifestyle of younger consumers.
Results
Revitalized Perception:
Shifted Lock Hatters from a "museum piece" to a pioneer of craftsmanship and innovation, blending the past with the future.Increased Sales & Foot Traffic:
Dramatic increase in both sales and store visits within the first month of the rebrand.Cultural Recognition:
Featured in major outlets like Hypebeast and Highsnobiety, boosting Lock Hatters’ digital and cultural presence.Audience Growth:
Successfully engaged Millennials and Gen Z through strategic campaigns and collaborations, cultivating a loyal new customer base.Sustained Impact:
The rebranding strategy continues to shape Lock Hatters’ evolution, blending legacy with modernity, eight years post-launch.
