Brought The World’s Oldest Hat Shop Into The Future

Ki Pharaoh:Mr.Hat x Lock Hatters Spencer Hart SS16 LCM Collection

Lock Hatters Rebranding Case Study

When I was hired to lead Lock & Co. Hatters into the future as Head of Marketing, my first decision was to challenge the brand’s own perception of itself. Despite a rich heritage dating back to 1676, Lock had come to feel more like a museum than a luxury headwear brand. I needed to show the team that while tradition was valuable, it wasn’t the only thing the brand had to offer. Through in-depth research and historical exploration, I reframed their story, shifting the internal narrative from preservation to innovation. I used the brand’s own legacy of crafting the world’s first bowler hat as proof of its original DNA: vision, boldness, and disruption. That became our North Star. From there, I led a comprehensive rebranding strategy designed to engage a new generation of consumers while honoring the past. We launched Lock & Roll, a diffusion line blending British craftsmanship with streetwear cues, supported by strategic partnerships with culturally relevant brands like Carhartt, Supreme, and Bape. The flagship store was reimagined with immersive touchpoints, including a heritage room showcasing Lock’s historic innovations, and we produced original content and influencer activations that reintroduced the brand to style-conscious Millennials and Gen Z. This repositioning sparked a significant shift in perception: Lock & Co. went from being a heritage hatter to a culturally resonant brand featured in top publications, worn by cultural tastemakers, and embraced by a new audience, without losing the loyalty of the old.