What we chose to do differently

The Founder Edition wasn't designed around adding more. Much of the process was deciding what deserved to remain.

A cap is a familiar object. That was part of the appeal.

Rather than reinventing it, we looked closely at the details that influence how it feels, wears and fits into the rest of someone's wardrobe.

We chose microsuede for texture and depth rather than surface decoration. Branding was kept restrained, with the AUGIE icon and wordmark positioned as details rather than the focus of the product.

The peak remains pliable rather than being forced into a rigid shape. The palette was reduced to three muted colourways: Walnut, Olive and Sand.

Even the closures were considered differently. The Adults cap uses a soft matte rubber snapback in place of conventional shiny hard plastic. For Kids, a soft elasticated strap finished in matching microsuede keeps the adjustment comfortable and visually quiet.

None of these details exists in isolation. Together, they determine how the cap looks, feels and becomes part of what you're already wearing.

There were countless opportunities to add something else.

Knowing when not to was just as important.