WORDS Robyn Alexander PHOTOS Michigan Behn
The warm weather is here, so it’s time for a fabulously stylish hat – preferably one by Freya Hats, the new KZN-based brand we’re relying on for shade this summer.
Founded by Stephanie Brearley as a “passion project” during the first lockdown in April 2020, Freya Hats quickly blossomed into a small Instagram business – mainly “as a way to raise money for those in need”, says Stephanie – and then into an online store. During lockdown, “I was using fabric from discarded fabric sample books to make hats,” she says. “I felt quite helpless, stuck at home, and I wanted to play my part in helping somehow.”
Freya Hats still donates a portion of all its profits to charities that support women and children in need, and has a steadfast commitment to sustainability too. Their hats are made from natural fibres (linen, cotton and straw), and Stephanie works closely with a small, local, female-owned CMT, which makes most of Freya Hats’ products.
Can you describe a typical day in your business?
I run the business end to end, so each day is different. It can consist of anything from packing orders for our customers to getting inspiration, researching upcoming trends and planning content. My favourite days are when I go fabric shopping, or when we have a photoshoot for an upcoming collection.
What makes a truly great hat?
The person wearing it! A hat can be such a wonderful reflection of a person’s style. It’s an accessory everyone needs.
We love your collaborative, hand-painted bucket hats. Can you tell us more about the inspiration behind them?
I loved the idea of using fashion as a canvas, essentially creating one-of-a-kind “wearable” art. It was from this that the collaboration with artist Kirsten Jenna Haviland was born. It is a marriage of fashion and art; only 20 of these hats have been made, and each is slightly different. For every hat sold, we donate a percentage to Sithanda Upliftment Projects to help support the Ekuthuleni Primary School in KZN.
What’s your personal favourite hat style?
My favourites change over time as we create new styles, but my go-to is the biscuit-coloured Leo felt hat. It just seems to work for every occasion.
What’s next for Freya Hats?
We might have one or two sneaky collaborations up our sleeve, so keep an eye out…
Looking for more on local design? Read about the inspiration behind Sealand Gear’s Blue gum Collection.
