There's always been a hat shop in the family. Not a concept, not a mood board — an actual shop - the OG was run by my grandad in Bond Street, South Africa back in the 90s. He understood that what you put on your head says something about who you are.

That idea never left.

DEE'S CAPS started with a simple question: what would he make today? What words would he stitch into a cap if he was speaking to this generation — the ones who say lowkey when they mean it deeply, no cap when the truth matters, slay when they want someone to know they see them?

The answer is what you're wearing....so....we say... Wear the word.