A hat is a statement! From a red cap to a traditional ‘Osttiroler’, from elegant to avant-garde. Head coverings of whatever type emphasise a person’s character and presence. They are like a hallmark – much like the red hair of the lady who owns the business! The play on history, contemporary and the product offered form the basis of the thoughts behind the re-branding and a new marketing strategy. The concept has been consistently assigned to social media, photographs and the Internet – this includes their maxim: ‘a hat always has you covered’.