SUPERDUPER
SUPERDUPER was founded in Florence in 2011 by Matteo and Veronica. The couple has always had a shared love for hats but found it difficult at the time to find something that was of high quality and contemporary in design, and so began their incredible hat journey. In the beginning, they found it challenging to find information on hat making. They found a book called L’arte di fare I Cappelli (The art of making hats). The author Anna Maria Nicolini was hard to find, she lived in the region but had no phone! Eventually, after much searching, they tracked her down. She was thrilled to teach them and pass on her knowledge to a new generation of hat makers.
Since those first initial steps, they have gone on to gain recognition for their fresh take on artisanal craftsmanship. Today, SUPERDUPER has matured into a global brand that is sold in fashionable boutiques around the world. The business is based in their creative studio and workshop at Manifattura Tabacchi, Florence. They take an unusual but clever approach to production. Their team of talented young artisans makes the initial orders for each new season. They hold a good stock of the finest raw materials, then as online orders arrive, each individual hat is made. This method reduces waste and excess inventory while maintaining the highest quality. Their vertical internal production line means each hat can be made and shipped within 72 hours!
They describe their creative process as “quite random” They are open to many external influences, and the design process grows organically every time. Living and working in the beautiful region of Firenze, they are surrounded by stunning countryside and world-class produce. The local nature inspires them with color and shape in a way that the frantic harmonized world can’t do. This embodies their motto, “Work Hard, Evolve freely, Celebrate the Imperfections.”
SUPERDUPER are passionate about every step of their business, and every hat is made to order. It starts with the organic dye used to color the hat, to the unique earthpiece™ that’s hand-stitched into every piece. These tiny works of art are small, certified chips responsibly sourced from some of the most beautiful places around the world. Depending on the model, you might find a sunstone, red jasper, turquoise, malachite or unakite gemstone nestled into the crown or brim of your hat. There is a feeling of love and being at one with mother nature. This passion and attention to detail set them apart from others. They strive to learn and teach the next generation of hat-makers in the age-old craft in an inspiring and refreshing way. SUPERDUPER is fully committed to educating the next generation of hat makers. They, in collaboration with SCHOLA, have started a hat-making school. ”The Hat Factory” runs a 17-week program that immerses students in the artisanal practice of hat making. A focus on practical skills teaches them to design and make various classic hats by hand – while developing a broader understanding of the materials, branding, and marketing. The course will prepare them for entry into the world of contemporary craftsmanship.
2021 is a significant year for SUPERDUPER, as it’s their 10th Anniversary! To help celebrate this milestone, they’ve asked some of their friends and peers to collaborate on a series of exciting projects. The central theme is, exploring nature. Projects range from music to skate, organic produce to perfume, and organic mills, to contemporary artists. The goal is to broaden their horizons and take their commitment to responsible making further than ever. They will, of course, be releasing a special edition hat called “TEN” that encompasses their natural inspirations with the sharpness that SUPERDUPER is renowned for. Stay posted for a release date.
Watch how SUPERDUPER dip-dye their 100% organic raw cotton caps. Each baseball is made in natural white color and then dyed upon request, one by one avoiding any leftover production, so each piece is absolutely unique. Using natural dyes from turmeric, indigo, Brazilian wood, rhubarb, and aloe.
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