Among fashion accessories, hats are often seen alongside bags and shoes. However, not everyone incorporates hats into their daily fashion. Some worry about hat marks, others about their hair getting messy, and some even believe hats just don't suit them.
Enter "O/EIGHTH," a new brand from a hat manufacturer with over 100 years of history. They categorize face shapes into four types and design hats suited for each, aiming to make hats a popular fashion item.
We spoke with Toshiki Miyazaki, the brand manager, and Akiko Osozuka, the designer, about the brand's goal and the secret of why O/EIGHTH's hats suit everyone.
PROFILE
Toshiki Miyazaki
O/EIGHTH Brand Manager
PROFILE
Akiko Osozuka
O/EIGHTH Designer
Hats for People Not Fond of Hats
Tell us about the background of starting the brand.
MiyazakiOur company is a hat manufacturer with over 100 years of history. The president changed, and to appeal to new target demographics, we launched the brand "O/EIGHTH" in 2022.
We have dealt with various hats, but we are focusing on designing hats that suit more people as fashion items.
What is the origin of the brand name?
Miyazaki"O/EIGHTH" comes from the Go term helps the onlookers to see the game more than the players themselves. It means that onlookers can read ahead better than the people playing the game. Similarly, when people say they don't look good in hats, it's often because they're not used to seeing themselves wearing one. There are many customers whom we think look great in hats when we serve them.
Is this why you call your approach a "Hat Laboratory," as you aim to create suitable hats?
MiyazakiThe name suggests that rather than being a designer's individual brand, it's a team effort like a university or corporate lab. Compared to shoes or bags, hats seem to have a higher barrier to acceptance. Enthusiasts might collect many hats, but those who feel uncomfortable might not own even one.
We hope our brand reaches those who are hesitant about hats, as well as those seeking more refined designs.
The logo and face type patterns of "O/EIGHTH" are also beautiful.
OsozukaWe put a lot of thought into the hat boxes for customers.
The top features a printed Go board, bringing the brand's concept to the forefront. While the box's primary role is storage, we designed it stylishly to foster more attachment to it.
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