THE MAN WITH THE PLAN:
A New York City native, Antoine was raised in The Bronx. Raised in a city known for fashion played a major part in his up-bringing and everyday life. From a young kid up to now, Antoine always wanted to be in a fresh pair of sneakers and a matching colored hat.
In April 2018, Antoine attended an award ceremony in San Francisco where he was recognized for a company award as an engineer for the tech company where he is employed. The Ceremony included free travel and stay with a plus one so he flew his sister out. Prior to her departure, Antoine had her look for three particular hats to purchase and bring with her. Out of the three, she was able to find two. Antoine was content with that and told her not to spend any more time searching for the other hat. Looking through his closet he realized he had roughly 25 hats, most of which were manufactured from the same company. He then came to the realization that instead of continuously investing in that one particular company, he would wear his own brand. After several discussions with his sister, she assisted him on what the hats should look like and inspired him to make an order large enough to reach people who would be interested in the endeavor.
THE DESIGN:
Coming from a small household the image on the hats signifies Antoine’s immediate family. Out of his generation, he is the only one that does not live in his hometown. Being away from home, he decide to create a crest to keep his family with him at all times.
Antoine, his mom and his sister all have the same initials and so it serves as the centerpiece of the design. The design consists of four palm trees that represents him, his grandmother, mom and sister. Around the design are notches that represent each of his immediate family. On each side of the emblem are the words Heart and Faith, which have played an intricate part in Antoine’s life since his days in college. Many people believe in a higher power and believe that things will come to fruition as long as they have Faith. However, it also takes Heart and an internal drive in order for dreams to come true. This has allowed the slogan to be created and placed on the back of each hat. Faith will get you far, with Heart you will get further. This phrase promotes belief, courage and desire to show people the power that they have within. The phrase encourages people to become a legend and build their legacy within their own form.
SFT hats embody quality that can be seen within each stitch, from the outside to inside of each product. The aesthetics are quite detailed and is easily noticed once you look at a hat. From a retailer stand point, lots of effort was put forth to create life long memories and to deliver a solid product. SFT brings you a part of culture to enhance your style and every day walk of life. No matter the weather and no matter the occasion, this collection will complete the process of your outfit #SFT