Hat LOCO was born from the sun-soaked love story of Stef and Moses, a SoCal husband-and-wife duo who met in Pacific Beach and never looked back. Raised on surf, sand, and good vibes, they’ve always been about keeping life fun, authentic, and a little bit LOCO.

Moses is the maker: he turned his garage into a design shop, chasing his passion for creating gear people feel good in. Stef brings the spark, her humor, quick wit, and sarcasm infuse the brand with playful energy. Together, they built Hat LOCO as an extension of their lifestyle and their “LOCO in love” story.

Along for the ride are their three sons—the next generation of hat-wearers who live the laid-back SoCal life to the fullest.

Hat LOCO isn’t just about hats. It’s about the vibe: real, bold, and always a little LOCO.