SoonNoon started with a simple idea: we wanted to make hats we would actually want to wear.
SoonNoon started during the pandemic, in our apartment in Midsommarkransen, Stockholm. Jonathan had developed a genuine fascination with hats and started teaching himself how to make them. Sandra became an important part of turning those hats into a brand – photographing the process, building the website, organising shoots with friends and shaping how SoonNoon looked and felt. What started as Jonathan exploring a new craft soon became something we were building together.
Since then, SoonNoon has grown alongside our lives. We’ve moved from Midsommarkransen to our home in Nacka, had two children, kept our full-time jobs and somehow continued making hats in between everything else.
There has never really been a traditional studio, a big team or a straight business plan behind SoonNoon. It has mostly been the two of us figuring things out as we go – shaping hats, building the website, packing orders, planning shoots, running workshops, meeting customers and learning something new with every collection.
That is still very much how we work today.
Our hats are shaped and finished by hand in our Stockholm atelier, and we’re drawn to pieces that feel personal rather than overly polished. We take inspiration from the places, people and things that have stayed with us – from Swedish summers and the Stockholm archipelago to the Mediterranean, western landscapes and the feeling of being somewhere warm with the sun on your face.
Over the years, SoonNoon has become more than a creative outlet. It’s something we genuinely want to build. We want to keep making hats our own way, meet more people through the brand and create a business that can grow without losing the personal, hands-on feeling that made us start in the first place.
We’re still learning. We’re still making most things ourselves, figuring it out as we go.
And that’s part of what SoonNoon is.
Our name comes from noon — the moment when the sun reaches its peak.
That idea is built into every SoonNoon hat. We hand-stitch our signature minute and hour hand into each piece, a small detail that connects the hat back to our name and has become a defining part of SoonNoon.
It’s our signature. A little mark you’ll find on every hat we make.
