From factory floors to grand ballrooms hats were on top of every head. This was the era that defined Goorin Bros. Rooted in craftsmanship, shaped by culture. The streets of America were a parade of bowlers, top hats, and fedoras and for a society where what you wore above the brow said everything about who you are.

Cassel Goorin and his sons, Al and Ted (the Goorin Brothers) spent their days fishing, hunting, and enjoying the outdoors. Goorin Bros. designed hats built for this life—everyday wear that worked just as well on the lake as it did on the job.

Ted Goorin embodied the spirit of the Jazz Age—sharp suits, fine cars, and a dressy fedora to match. As society embraced sophistication and style, Goorin Bros. crafted hats that became symbols of leisure, confidence, and modern living.

Through the hardships of the Great Depression, hats remained a daily essential. Goorin Bros. provided dependable headwear for working men and women, offering both practicality and dignity at a time when resilience defined everyday life.

Al Goorin set up shop in San Francisco, 2nd and Mission The Goorin Bros were known “from Coast to Coast.” April 15th 1947 marks the official date that Goorin Brothers became a California corporation.

With America returning to prosperity, style and leisure once again took center stage. Goorin Bros. grew beyond hats with the launch of Grenadier, a full line of fishing gear, gloves, and sporting apparel—expanding the business into a lifestyle brand for work, play, and the good life.

Goorin Bros. hit the slopes as the official headwear licensee of the 1960 Winter Olympics in Squaw Valley. The decade ushered in a wave of family ski fashion and accessories, and Goorin had fun outfitting a new generation of style enthusiasts. During this era, the brand introduced Raindri—a water-repellent finish that made everyday hats suitable for the snow. The formula remains a closely held family secret to this day.

Goorin Bros. hats spread across rural America as trucker caps with bold logos and local patches became everyday staples. Sold through Western stores, they carried small-town pride while cowboy hats rode a rising wave of country music and rodeo culture—setting the stage for a nationwide Western craze.

Neon on the slopes. Ski style went full-tilt fun: mirrored goggles, fur hats, moon boots, and, gaiters turned the mountain into a stage for pleasure and bold self-expression. Goorin Bros. was all in—offering a full range of ski headwear and accessories for this booming lifestyle. The era’s vibe lived on in cult classics like Hot Dog and The Blizzard of Aahhh’s, where slope side fashion was as colorful as it was over-the-top. Meanwhile, Urban Cowboy (1980) vaulted Western wear into the mainstream, keeping cowboy hats in heavy rotation all decade long.

Under 4th-generation Ben Goorin, the brand leaned into San Francisco’s edge. With roots in ski knits and industrial trucker caps, Goorin created beanies and truckers for the city’s skate and snowboard brands, including Thrasher Magazine. Baseball caps, shaped by action sports, became the uniform of youth and counterculture—and Goorin perfected their quality and fit, cementing the hat as a symbol of rebellion and style.

In the early 2000s, trucker hats broke out of the rural blue‑collar mold and went full-on fashion. Celebrities turned the high & low trucker hat into a red‑carpet staple mid-decade, familiar Americana and open road transcended into high‑status flair— the table was set for Animal Farm.

Goorin Bros. hats spread across rural America as trucker caps with bold logos and local patches became everyday staples. Sold through Western stores, they carried small-town pride while cowboy hats rode a rising wave of country music and rodeo culture—setting the stage for a nationwide Western craze.

2006, Goorin Bros. opened its first hat shop in over 50 years in San Francisco’s North Beach— and launched its Bold Hatmakers since 1895 Heritage story. Ben Goorin wanted to tell the family story as a top notch service hat shop the way Cassel Goorin would have envisioned it. The shop felt more like a classic hatter’s parlor than a store, setting the tone for a brand experience built on craft, story, and service. From that flagship, Goorin rolled out more than 36 “neighborhood hat shops” across the country.

130 years in, Goorin proves staying power. Rooted in working-class utility and everyday wear, the brand evolves into something bigger — unapologetically atypical, an American staple redefined. With a bold new identity, fresh communities, and a rebuilt digital home, Goorin launches the next era of expression, connection, and culture.

The ride isn’t slowing down. With our community of fans, collectors, and everyday wearers, we’re building more than hats — we’re building a movement. The future of Goorin is about pushing boundaries, chasing euphoria, and creating the kind of everyday wear that hits different. The story started in 1895, but the next chapter is just getting started.