the challenge

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The modern day hat has gone virtually unchanged since the early 90s. Until FattyPack.

A fanny pack for your hat — it's equal parts fashionable as it is functional. 

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Our challenge was clear: penetrate a saturated headwear market and carve out our niche.
We set out to leverage social to fuse everyday functionality without compromising style.

A delicate balance in a landscape dominated by endless tradition.