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As a family owned company, we know a thing or two about the subject. In its fourth generation of ownership, Ben Goorin prides himself on the people that work for him as well as his hats. His vision has been clear; hats connect people.

I’ve been working for Goorin for over 6 years. When I first moved across country to San Francisco, it was a bit of a shock. I wasn’t surrounded by my family. I was raised with a strong sense of community, my mom being the youngest of ten. My grandpa couldn’t stress enough the importance of family and as a result we have always been each other’s greatest support system.

After a few years in art school, I would take a job at a hat shop in North Beach, San Francisco. I’ve always loved hats and thought it’d be a great place to possibly meet other likeminded artists. Beyond meeting some of the most creative people, I also met the most genuine, good hearted, and quirky individuals. They reminded me of my family back in Jersey. This Goorin community soon became a second home, and my hat family.

Real people, real hats. We have made this a sole focus by choosing to photograph our own Goorin people in the latest campaigns. A few months ago, as our Creative Team was beginning to brainstorm Holiday marketing, we thought about what’s the most important thing, especially around the Holidays. No doubt, we all agreed on family. It’s all about family. So, when we wanted to photograph one family that shared Goorin’s values and its love for hats, there was no hesitation on featuring my family.

So, we packed our bags and flew across the country to New Jersey. This was where both of my families met.

From my family to yours, Happy Holidays.

-Shaina Pierce