Our Story

“ Real sh*t, no gimmicks ”

Our mission started with a simple thought in the wilderness of the Notorious North: Why does outdoor hats have to scream? Sitting by the fire, watching our hats dry on the tarp line, we saw the logos shining back at us and realized how normal it had become to function as billboards for big companies. Big logos. Big branding. Little substance.

So we made something different. Notorious North is for people who care more about the send, the experience, and the journey than the label on their forehead. Love for the game. No theatre. No gimmicks. 

Notorious North’s graphic designs are subtle because it is not about us, it is about you, doing your thing - we just want to provide you with a quality hat while doing so. Our simple asterisk logo (*) reflects our philosophy that not everything worth noticing needs to be obvious.

We grew up in the Notorious North, and its forests, mountains, and coastline shaped us. This place gave so much and we want to give something back. That’s why 25% of our profits support environmental and community causes across the north.