Hornskov Hats
Meet founder Peter Robert Hornskov.
How did you become a hat lover?
I've always sort of been a hat lover. I've been fascinated with hats ever since I watched movies like Indiana Jones, Jurassic Park and Zorro as a kid. I think I was drawn in by the fact that you could be anyone with a hat. Whenever I would dress up as a child, it would always be a character with a hat.
In my teenage years, particularly in high school, I was known as the hat guy. I would almost always wear a hat, often vintage hats from second-hand stores, as I had difficulty finding new hats that I liked.
However, it wasn't until my friend showed me a video of a hat maker that my obsession truly began. I didn't know that this was something you could do, and I thought, 'If this guy can do it, so can I'.
I was at a turning point in my life, didn't really know what I wanted to do, and I had just started studying product development.
I used that education to propel my fascination with hats and the hat-making craft into a business.
Describe your creative process, from start to finish. Any challenges along the way?
There have been many challenges along the way. The main challenge has been gaining the know-how, as the hat-making craft was dying out for many years, so few people knew how to make a proper hat from start to finish. I have spent the better part of six years learning and perfecting the craft, picking up bits of information here and there, and using my skills as a product developer to see how vintage hats were made. Reverse engineering a 100-year-old hat reveals a lot of secrets.
What do you love most about making things with your hands?
I've always loved creating using my hands. My favourite toy growing up was LEGO, which I'm still a huge fan of even as an adult. There's something special about taking the time to put something together, not just using your hands, but in general. We are currently in the middle of remodelling a house from 1909, where I do all the work myself. I love learning new skills and putting them to use, creating something beautiful and useful.
I'm not fanatical about doing everything by hand when it comes to hat making. If a machine can do a better job, I'm all for using that machine. But some things are just not possible to do with a machine; some processes need care and attention to detail.
What project has made you the proudest?
My family, without a doubt. I know that wasn't the question, and I know it might seem corny, but my family, what Cathrine and I have built and what we are building for our children, is by far my greatest achievement. Family above everything else.
I've seen your son in a few photos. No doubt, the Hornskov family business will continue for years to come. What's it like working with family?
Working with family can have both ups and downs and is definitely not for everyone. Cathrine and I complement each other exceptionally well, which works out great for us. The best thing about it is that our interests are always aligned, and whenever we need a family day, we don't need to ask permission.
However, we are always together, and I think that's where most couples would struggle. Cathrine is great at getting away when I get on her nerves, which is what makes it possible for us to work things out and be happy.
Another upside is that it gives us more time with the kids. We prioritize the afternoons with them and instead spend our evenings working.
Both our son and daughter have talked about joining us in the business when they grow up, though I don't think they're really old enough to know what that means.
However, our son is adamant that when he grows up, he wants to use the steam iron and wear my clothes and hat.
How has working with your family influenced your creative process?
I'm not sure that working with family influences the creative process. The fact that Cathrine and I are such a good team makes all the difference in the world. She understands me and knows what I need, which allows me to focus on being creative. Cathrine is a lot more organized and structured than I am. I think that dynamic has the most significant influence on my creative process.
Tell us about your favorite hat.
Currently, my favorite hat is a Duplex I made for myself this summer. I've never worn straw hats, they don't appeal that much to me personally, so I've always just worn my felt hats all year. This year, however, I thought I would try something new. So, I made a Duplex, which is a combination of felt and straw. You get the firmness of the felt brim with the ventilation from the straw crown.
How has social media influenced your business journey?
Social media allows a small family business like ours to get worldwide attention. Without social media, we wouldn't exist. Only around 25% of the hats we make are for people in Denmark. The rest is for customers worldwide who wouldn't know about us without social media.
What projects are on the horizon?
We are currently finishing our new workshop. It will allow us to be more efficient, and down the road, it will also allow us to scale up production with the help of some pretty amazing machinery.
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