We had the good fortune of connecting with Anthony La Touche and we’ve shared our conversation below.

Hi Anthony, maybe we can start at the very start – the idea – how did you come up with the idea for your business?
Coming from a fashion marketing background, I never set out to compete with designers in the millinery industry. Instead, I wanted to move the needle. Spending time with hat makers, I noticed a gap—these skilled artisans were masters of their craft but often struggled with marketing and selling their work. This insight revealed an opportunity to make a real impact on the industry. Leveraging my expertise, I pioneered personal branding and digital marketing within the millinery space with my ‘Mr.Hat formula’. This method became the cornerstone of my success and continues to influence the industry, reshaping how hat brands connect with consumers.

The Mr.Hat Formula:

M: My Story / Niche
– Sharing my journey helped me discover my niche—connecting my personal story with my professional focus.

R: Relationships / Community
– I built strong online and offline relationships and communities, adding value through storytelling, connections, and unique experiences. My blog, Hatabouttown, served as a market research tool, providing valuable consumer insights to hat brands.

H: Honing Craftsmanship / Industry Knowledge
– Immersing myself in hat-making and learning the industry, from wholesale to design, allowed me to market and sell hats intuitively.

A: Authority / Differentiation
– My passion for hats and craftsmanship set me apart as a leading voice, making millinery relevant to younger generations. Hosting HatsOnly events and contributing to the resurgence of hats from 2014 onward solidified my authority.

T: Together / Strategic Partnerships
– I forged partnerships with brands that aligned with my mission, taking millinery into unconventional spaces and cross-marketing hats in innovative ways.

The Mr.Hat formula transformed the industry, shifting hat brands’ perspectives from local to global. This global mindset enabled them to reach broader audiences, ensuring their work resonated internationally. This approach has led to features in culturally relevant publications like Popeye, Vogue, Hypebeast, and Highsnobiety, as well as working with some of the biggest brands, such as Dr Martens, Nike, and Stance. Inspired by this success, I launched Mr.Hat Productions, a personal branding consultancy specializing in creative strategy, social media campaigns, and events. This work attracted the attention of industry veterans Mark and Nichola Harris, leading to my role as Brand Marketing Manager and one of the founding members of The Hatterist, the world’s first digital marketing agency dedicated to hats.

My passion extends beyond hats, fashion, and personal style. I am dedicated to creating new opportunities for niche creatives working in fashion, music, art, and tech. I’ve hosted HatsOnly events globally, spotlighting artisanal creators, and produced private corporate experiences, including hat-making workshops that delighted and surprised c-suite executes.

The ‘Mr.Hat method’ isn’t just for millinery. It’s a powerful tool for brands in any industry looking to grow, connect, and resonate globally.

Alright, so let’s move onto what keeps you busy professionally?
As a personal brand consultant for hat brands, I approach each creative brief the same way I approach hat restoration; I first focus on what is essential, the client’s needs, ensuring I always meet their objectives. My approach is personal, I always look to highlight the unique values of the brands I work with. I am driven by purpose, which allows me to form genuine connections; I take pride in my work, treating each client’s brand like my own. The intercut process that goes into restoring a hat is one of precise skill, like that of a sculptor I can enhance brands beyond a product. I bring a fresh perspective to an industry that feels stuck in its old-school ways. What sets me apart isn’t just my love for hats; my passion for storytelling and personal branding allows niche creators to get the recognition they deserve. I’m not just a hat designer/restorer—I’m a creative strategist, disruptor, and bridge-builder for artisans in fashion, music, art, and tech.

The Mr.Hat formula became my calling card. By honing my craft, building genuine relationships, and creating unforgettable experiences, I pushed the boundaries of the headwear industry. My HatsOnly events have become global experiences, merging the worlds of fashion, music, and art in fresh and exciting ways. I’ve worked with Grammy-winning artists like Erykah Badu, hosted events that draw hundreds, and worked with major brands like Airbnb and Visa —all with a hat as my catalyst.

Being a pioneer comes with its own set of challenges. There were many times when I felt alone, faced rejection, and was even laughed at for the unconventional path I chose. But I knew the world would eventually catch up if I stayed true to my vision. Now, in a time when people are starting to give flowers to those working behind the scenes, I’m proud to say that I’ve been advocating for niche creatives since 2012—long before it became a trend. One of my biggest lessons is always to trust your gut and remain in your lane, no matter how many people doubt you. It’s easy to get distracted by what others are doing, but success will follow when you know your purpose and stick to it. I’ve built a global community of artisans, and what was once considered “niche” has now gained a global stage.

If there’s one thing I want the world to know, it’s that every day, I wake up excited to create new opportunities for those often overlooked. My work is about shining a light on those unseen, unheard, and underrepresented in fashion, art, music, and tech. I make the invisible visible, bringing artisan stories to the forefront and creating platforms for them to share their craft with the world.

I’m incredibly proud of my achievements but even more excited about what’s next. My vision is to continue partnering with brands ready to share untold stories and embrace the power of niche creators. The world is finally catching up to the idea that those working behind the scenes deserve their flowers, and I’m committed to ensuring that these creators get the global recognition they’ve earned.

To anyone reading this who feels like they’re on the outside looking in—whether in fashion, music, art, or any creative industry—know that your voice matters. It might not always be easy, and the road may feel lonely sometimes, but if you stay true to your vision, the world will eventually make space for you. The power of niche is that it allows you to carve out your own lane, build your community, and create something unique. Take ownership of your creative journey, and never be afraid to disrupt the status quo.

I’ve spent years making the invisible visible based on my belief that hats are more than just fashion accessories; they’re works of art. This perspective opened many doors for me. We all have the power to shine a light on those who deserve to be seen.

If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
I’m still new to the city, but I’ve already found a few favorite spots, so if a best friend were visiting for a week, I’d plan a mix of food, drinks, and must-see spots. We’d start with dinner at Desta, then head to El Malo for quality cocktails and music. We’d explore local art galleries, maybe hit the BeltLine, and grab tea at Just Add Honey. And, of course, I’d leave room to discover new spots along the way!

Since I’m still exploring, I’m open to recommendations.

Who else deserves some credit and recognition?
My parents Vincent & Sharon La Touche instilled in me that ‘can’t’ isn’t a word—this natured a limitless mindset that continues to let me achieve the unexpected.

Website: https://www.anthonylatouche.com/

Instagram: https://www.instagram.com/_mr.hat/?hl=en

Linkedin: https://www.linkedin.com/in/anthonylatouche

Other: https://www.instagram.com/hatterist/
https://www.facebook.com/hatterist

Image Credits
dean chalkley and harris elliott
Lady Barbara Ayozie Fu Safira
Deborah Goldman
Ki Pharaoh
Setor Tsikudo
Charlie Sarsfield
Rog & Bee Walker

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