Creating hats & friendships

ES Custom Hats brings wearable artistry — and a little magic — to pop-ups across Pensacola and beyond

By Allison McCrory / Photos by Kate Treick Photography

There’s something magical about a creative endeavor with girlfriends. It’s even better when that creation is a sun hat on the cusp of beach season.

Enter ES Custom Hats — a pop-up company formed by two women who were childhood friends in Pensacola. The women were on their annual post-Thanksgiving shopping trip for seasonal plants and flowers when a pivotal conversation ensued.

“Shaner mentioned that she had attended a party where she had designed her own custom hat and what a fun experience it was for her,” said company co-owner Liz Jasperson about her partner, Shaner Crooke.

Enthusiasm surged, and by the time the women were leaving the parking lot, the formation of an LLC for ES Custom Hats was under way. On January 1, ES Custom Hats was officially a business. Their first pop-up was February 13.

Wearable Artistry Abounds

The imaginative process of the ES Custom Hats patron is an engaging adventure in choosing the perfect hat and transforming it into a masterpiece. If it’s not sun hat season, guests may opt for a suede or wool hat. Classic fedoras, ruffled palm brims and timeless cowboy styles are among the many options. Children’s sizes are available as well.

“Guests will pick the style of hat they want to design. We always encourage guests to try on several different styles to find what truly complements them,” explained Crooke. “Many arrive with a specific look in mind, but often discover that a different shape or color suits them even better — so we love when everyone comes with an open mind.”

Headpiece in hand, the real fun begins.

“You will customize your piece with our wide assortment of ribbons, ropes, fabrics, fringe, leathers, chains, charms, feathers and initials,” said Crooke. “With so many options, it can feel a bit overwhelming at first — but don’t worry, we will be there to help you.”

The process can be quick or lengthy depending on the creator.

“We don’t want anyone to rush so we encourage you to have an idea or colors in mind and ask us for help. Once the ribbons and adornments are picked our process of crafting the hat is roughly 20 minutes,” said Jasperson.

“*Each hat is a true reflection of your personal style. We love watching guests collaborate, help one another and even make new friends along the way.”* ***— Shaner Crooke***

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Popping UP Around the Gulf Coast and Beyond

“We have had pop-ups around town: Colette, Bluetique, Buffi Bailey, NP, Health, Wellness, Prevention for You, Petit Ami, Episcopal Day School annual fundraiser, Noteworthy & ALK Designs, The Lark Aesthetics & IV Boutique and Artesana. Along with multiple house parties,” noted Jasperson.

Events, birthdays and showers are among the special occasions choosing ES Custom Hats parties.

Since the partners both have “day jobs” — Crooke has worked at the Institute for Human and Machine Cognition for 18 years and Jasperson is employed by a North Carolina biotech company — most pop-ups and parties are weekends and nights.

Many of the events are in Escambia and Santa Rosa Counties. But surrounding areas like Mobile, Fairhope and Orange Beach have jumped on the ES Custom Hats bandwagon.

“We have shipped custom-ordered hats to clients in Georgia, Nashville, Palm Beach and New Orleans. We hope to continue to grow the company where we can take on more private parties in other parts of the country, but right now, we are focused on our community and the surrounding areas,” said Crooke.

“We have had a great response so far and we are still continuing to book out months in advance for private parties. It really has been so much fun and our favorite part of the parties is seeing people connect, enjoy the company and even make new friends,” she added. “It is really great to hear people say: ‘That was such a fun experience’ or ‘I had the best time at your party or pop-up.’”