Journal

SoonNoon journal is an editorial space for fashion, culture, and modern perspectives while offering clear, considered guidance on hats and everyday stories.

Two men wearing beige cowboy hats in a café in Paris Two men wearing beige cowboy hats in a café in Paris

How to Style a Cowboy Hat

Anyone can wear a cowboy hat. It's just about confidence and combining it with your own personal style.
Get inspired
Quality fur felt hat by SoonNoon in Stockholm

Hat Materials Guide

A deep dive into the world of felt and straw. Get to know the materials used for hat making and how to choose between them.
Read more about hat materials
Benjamin Ingrosso wearing SoonNoon cowboy hat light color. Handmade in Stockholm, Sweden by SoonNoon
Projects we take pride in

We love to get creative with people that share the same values and passion for the art of making. SoonNoon would never have been what it is today without all the amazing people we've met along our journey. THANK YOU!

The craft leads the way

Handmade hats from Stockholm
Discover the hat making process