We’re a family of hat makers and dream makers with a legacy built on unconventional ideas and foolish pursuits in order to move people forward. We believe in encouraging people to be seen and heard because everyone deserves to matter.
Because life moves away from you if you stand still. All the fun is in new, unexpected, and bold. We would rather stumble forward than fall backwards; there is no other way. We are making a bet on the future.
We hope that we never figure it out, but it is amazing to see the ordinary become extraordinary when you know what to look for. We think we do.
Our founder Cassel Goorin hit the streets of Pittsburgh, Pennsylvania with a horse-drawn cart full of hats and a passion for the craft of making them.
Cassel's sons Alfred and Ted took over the family business and relocated to San Francisco in 1949, opening a storefront at Mission and First St.
The ski industry played a major part in the growth of the company. As fedoras, flatcaps and truckers weren't style staples at the time, expanding into sportswear enabled the innovative spirit that still guides us today.
The Farm came about in 2003 when Ben Goorin was experimenting with new patch designs for truckers. The Swine, The Beaver, The Cock, The Goat, and The Ass were the Original animals that launched the signature line and global movement.
Embracing the spirit of human connection and transformation, our legacy as artisan hatmakers continues to unfold through a timeless mix of reinvented classics doused with fresh relevance. Our signature pieces are now seen all over the world, connecting those who are committed to a new way to look at things.