The Story Behind The Best Hat We've Ever  Created

Read Time: -5 min

02.27.25

The Meaning

I've learned a lot of important lessons during my time as a wildland firefighter. It has been humbling, and incredibly inspiring.

Making hats isn't about just creating a rugged hat that makes us look like the tactical version of Chris Pratt while walking around town, it's also about representing the mindset we maintain while working one of the hardest jobs in America. 

"Die Tired" is a high calling to live life to our fullest potential. 

"Human Limitations, Research & Development" is a perfect encapsulation of our mindset- constantly pushing and testing ourselves to become better every single day. Training, re-education, research, there is no limit to how much we can all grow if we are willing to constantly research our own limitations. 

The Design

Just like the tools and gear we use out on a roll, these hats are spec'd out to a very specific application- each detail revolves around a purpose.

And that purpose is to be thrashed, mashed, and hashed in day-to-day life. No pretty colors, no dainty features that will rip and tear, just straight-forward durability. 

They are made out of one of my all-time favorite materials for a hat- cotton canvas.

This material allows them to be worn every day and not just hold up to daily abuse, but age with grace and look even better over time.  

The obvious choice for good 'ol hard-working American boys and girls is a curved bill- none of that flat-brim frat boy sh*t. This is coupled with an interior sweat shield on the front of the hat that keeps your forehead protected/cool and maintains the structure of the hat. And if that wasn't enough, we even threw on our signature "red tag" logo on the back.

Cute!

Don't take my word for it- try this hat out for yourself! It has an adjustable snapback backing that allows for bigger, fatter melons like what I have and will tighten down to more dainty head-sizes. No judgement!

-Jonathan