Journal

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

Two people in a western-inspired outfit, including cowboy hats, sunglasses, blazers, and light blue jeans, posing against a gray brick wall.

Vasuma x SoonNoon

Two crafts with a shared purpose. A numbered limited edition collaboration to face the sun.
The Cowboy Hat – A Legacy Icon of the American West

Born from life on the open range, the cowboy hat began as a piece of workwear shaped by necessity, craftsmanship and the elements. Over time, it became something much more — a symbol of the American West and an enduring icon of style.

Explore the story behind the shape, from workwear to cultural icon.

A person wearing a brown plaid shirt and blue jeans holds a light brown felt cowboy hat with a matching ribbon band in warm sunlight.

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.
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.
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