You Look Good in Thunder Blue
WHR Promotional Hat is that thing you didn't know you needed.
In a world of ‘If you know, you know’ finding brands, trends styles, etc. are always popping up and changing. Some come and go, others grow to become global staples. Western Hydrodynamic Research (WHR) has just joined the IYKYK Group-chat. Founded by Pat Towersey, the brand, to many, can seem ambiguous to exactly what they do. However this ambiguity makes them so desirable. WHR describes themselves as “…a community based organization that provides immersive experiences, educational programs, and beach utility products…” Their unique online shopping “experience” has a variety of products that usually sell out in the first 10 minutes of going live. Their main and most notable item is their Promotional Hat.
The Promotional Hat is the equivalent to the Supreme Box Logo - when you see it, you know what it is and who they are. The WHR dome piece is the most versatile hat that can be worn for any occasion, with any fit you may choose. It can be dressed up, dressed down, and everything in-between. It is a hat that is designed to wear, and to be worn in all conditions.
The Promotional Hat is constructed from a cotton twill material and has Western Hydrodynamic Research embroidered on the front. The aspect of this amazing piece that separates itself from your average New Era cap is the cord that holds the back together. The Shock Cord Bungee is made from a nylon case and multi-stranded rubber core. It is helped in place by two brass grommets to ensure the cord does not pull out (one of the few times a weak pull out game is a good thing).
The Promotional hat is a versatile accessory that pairs with almost as many outfit combinations as the Nike all white Air Force 1. The cap comes in two distinct color variations, Navy and Olive Green. The simple and basic typeface adds to the simplicity of the piece.
WHR is changing the landscape of beach wear. Where beach wear was once just a pair of board shorts and an old tee shirt, WHR is emphasizing quality and raising the bar in the production of beach garments. I would even go as far to say that they are turning surf wear into luxury products. They currently have the Beach Birkin, a Duck Canvas bag, each handprinted by artist Dougie Mann. The “Birkin” Bag has a price tag of $500.00 USD, but for the original artwork, it is well worth the price tag. They also have a eyewear collaboration with luxury boutique eyewear brand Barton Perreira. Coming in two different colors, with an anti-reflective coating, and a WHR canvas wrap, hand made in Japan, these sunglasses run $470.00 USD. They offer their Worker Tee in both short and long sleeve, with a price tag of $45.00 USD and $55.00 USD respectively.
Brand and Creative Director Jake Booth states that future projects will include “up-cycled vintage apparel collections and recycled sail for bags”. I had the pleasure of visiting their pop-up shop on the Balboa Peninsula, and I purchased an vintage NASA t-shirt with a WHR screen-print hit on the backside (pictured below). Their pop-up also houses many other vintage goods with their logo such as Carhartt Jackets, other vintage tees and their main line products. The team is also working on finding specific materials that they want to use, looking to cut back on the waste and lessen the environmental impact.
Western Hydrodynamic Research is going to be a household name over the next few years. The brand is here, and it is not going anywhere anytime soon.
