Launching in Australia, April 2027

What the hats are made of.

Undyed wool felt, blocked in one piece, or dyed cotton terry, sewn from panels. Nothing has been made yet, so what follows is the specification for the first production run.

Wool felt

Render of the planned Shaela wool felt bucket with the embroidered wordmark Shop wool
  • Undyed, 4.5 mm

    At least 95% wool, 4.5 mm thick and 585 g/m². The felt is undyed: each shade is the natural colour of the fleece.

  • Blocked in one piece

    Each hat is shaped from a single wool capeline over a hat block, so there are no seams and no panels.

  • Raw edges

    Felt doesn't fray, so the edges are cut and left raw, with no binding.

  • A loop of its own felt

    The hanging loop is a strip cut from the hat's own felt, with a felt disc stitched inside to hold it.

  • A stitched mark

    The wordmark is embroidered in a tonal thread, a shade darker than the felt (lighter on Near-black). Nothing is printed, and there is no patch.

  • The bucket's band

    The bucket has a 25 mm band of undyed cotton grosgrain inside, the only part that touches your head. The bucket is made only if there's enough interest.

Cotton terry

Shop cotton
  • Dyed, 3.6 mm

    100% cotton terry towelling, 3.6 mm thick, in Sky or Eucalypt: the only dyed shades in the range.

  • Sewn from six panels

    Cotton can't be felted, so it can't be blocked. The beanie is sewn from six panels, with the seams pressed open and stitched flat so nothing bulks against your scalp, and the opening is bound in the same terry.

  • Tested before it ships

    The dyes are specified to reach grade 4 or better in the ISO 105 colour-fastness tests for sweat, washing at 60 °C and water. Each shade will be tested against that before it ships.

  • Not for the top bench

    Cotton terry scorches at a lower temperature than wool felt, so the cotton beanie is not for the top bench. It can be washed.

  • Made only if there's enough interest

    Reservations help decide whether the cotton beanie is made in the first run.

Nine shades

  • Ecru
  • Light beige
  • Oatmeal
  • Light grey
  • Shaela
  • Moorit
  • Near-black
  • Sky
  • Eucalypt
  • Seven come from the sheep

    Ecru, Light beige, Oatmeal, Light grey, Shaela, Moorit and Near-black are natural fleece colours, on the wool hats. Sky and Eucalypt are dyed, on cotton only.

  • Every lot varies a little

    A fleece colour isn't a dye lot, so a shade shifts a little from one batch of wool to the next.

  • No dye in the felt

    Undyed felt has no dye to run onto your scalp or a white towel.

  • On screen

    Colours on a screen are a guide, not exact.

The bench mat

Render of the planned undyed wool felt bench mat on a pale spruce bench Shop the mat
  • Dense, undyed felt

    5 mm thick and 1250 g/m², about twice as dense as the hat felt. At least 95% wool, with no bleach, optical brightener or superwash treatment.

  • Die-cut, nothing sewn

    The edges are die-cut and left raw: no binding, overlocking or stitching.

  • Pressed, not printed

    The mark is pressed into the felt at the front edge, with no ink, so it still shows when the mat is rolled up with that edge on the outside.