The Plan Behind the Hat
Every product starts long before the first sample arrives.
It begins as a page of ideas, a collection of notes, and a vision for what the brand could become. Before launching our next collection, I sat down and wrote out everything that needed to happen—not just to make another hat, but to build something people genuinely want to be a part of.
Here's what that process looks like.
Build Relationships Before Building Product
The first priority isn't finding the cheapest manufacturer—it's finding the right partners.
Working with a local embroidery shop allows us to:
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Build real relationships.
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Negotiate better pricing over time.
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Maintain quality control.
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Turn around products faster.
Strong partnerships create strong products.
Expand the Collection
The goal isn't one successful hat.
It's creating a lineup that gives people options while keeping a consistent identity.
We're exploring new camouflage colorways and having them shipped directly to our embroidery partner to simplify production and reduce unnecessary delays.
Efficiency matters.
Market Before the Product Exists
One mistake many brands make is waiting until inventory arrives to start talking about it.
Instead, we'll spend the production period building anticipation.
That means:
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Giving VIP members behind-the-scenes access.
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Rewarding our Close Friends community.
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Showing sneak peeks.
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Bringing everyone along for the journey.
The launch starts weeks before release day.
Make Every Platform Feel Intentional
A brand should feel recognizable no matter where someone finds it.
That means refining our website, improving the shopping experience, and creating a cleaner, more cohesive Instagram feed.
The goal isn't perfection.
The goal is consistency.
Tell Stories, Not Just Sell Products
High-quality photos and videos are important.
But stories are what people connect with.
We want to see our community wearing Miscellaneous hats while working, traveling, off-roading, hunting, training, or simply living their everyday lives.
Not just:
"Here's our hat."
But:
"Here's how people make it their own."
That's what builds culture.
Launch With Intention
Every campaign should have a purpose.
Instead of simply posting product photos, we'll create experiences.
Ideas include:
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Community giveaways.
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User-generated content contests.
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Encouraging customers to share their favorite photos wearing Miscellaneous gear.
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Rewarding those who help grow the community.
The people wearing the brand should become part of the marketing.
Elevate the Customer Experience
The purchase shouldn't end when someone checks out.
We're investing in:
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Custom packaging.
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Thank-you cards.
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Small gifts and extras like patches, stickers, pins, or bandanas.
Opening a package should feel memorable.
Own the Niche
Miscellaneous isn't trying to be everything for everyone.
This next chapter focuses heavily on hats—not because hats are trendy, but because they're something people wear every day.
When someone reaches for a hat before heading to work, the mountains, the gym, or a weekend adventure, we want Miscellaneous to be that choice.
Represent Real People
The final step is bringing everything to life through photography.
Not with models who don't represent the brand—but with friends, family, and members of our community.
We want to showcase people from every walk of life:
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Blue-collar workers.
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Ranchers and cowboys.
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Hunters.
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Athletes.
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Professionals.
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Creatives.
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Weekend adventurers.
Different lifestyles.
One community.
More Than a Hat
This notebook page isn't just a production checklist.
It's a reminder that building a brand isn't about printing apparel.
It's about creating experiences, building relationships, and giving people something they're proud to wear.
The hat is simply the beginning.
Welcome to the next chapter of Miscellaneous.
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