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The Australian brand behind a range of effortless styles ‘packable’ sun hats is struggling to keep them in stock ahead of the “European summer” travel rush.
Avenida La LabelStarted by friends Gabriella Weinstock, 31, and Jessie Shand, 30, it has become a favorite with women across the country thanks to its “incredibly comfortable” style. wardrobe staples and super cool range of hats.
But the couple has noticed a big jump in sales of the packable hats since word spread about them ahead of the Euro summer window in 2023.
The best sellers, the Fornillo and the IzzyThey are durable, designed in Australia and hand-knitted using a crochet knitting technique that ensures they never lose their shape, even when tightly rolled in luggage.
The Australian brand behind a range of effortless styles ‘packable’ sun hats is struggling to keep them in stock ahead of the “European summer” travel rush
The best sellers, the Fornillo and the Izzy (pictured), are durable, designed in Australia and hand-knitted.
‘We started the brand in 2017 and we both had a background in fashion. “We realized there was a gap in the market for really good quality, cool sun hats and spent a year designing one that could hold its shape in a bag,” Gabriella, a mother of one from Bondi, told FEMAIL.
“We hand knit them and also put a wire in the brim to make sure they keep their shape no matter what.”
Gabriella said the brand grew steadily and organically as more women discovered the smart designs and swore by them for domestic and international travel.
Customers also love the fact that each one somehow “matches the entire wardrobe.”
‘He tanks and t-shirts They have a really high rate of return – they are very popular commodities. But hats “They have really taken off over the past year with many heading to Europe,” Gabriella said.
“We spent a year designing one that could retain its shape in a bag,” Gabriella said.
He Sabine sun hat It’s made from natural cotton canvas and features an oversized brim with a frayed edge. Coming soon
‘The most popular designs are fornillo and the Izzy but they all do very well, especially with women between 25 and 45 years old and active mothers like us.’
He fornillo Sunhat is reminiscent of high-end designs and is made from fine, sustainably sourced paper straw. It also comes in 11 colors.
It has received hundreds of rave reviews from women who are delighted with their stylish purchase.
“I loved my first hat purchase and will continue to wear it even when a strong breeze blows,” one customer wrote. “The coverage is also excellent protection from the sun.”
He Izzy It is made of 100% raffia, which makes each piece unique and will stand the test of time. This also explains the higher price of $150 – a solid investment given its durability.
He fornillo The sun hat (pictured) is reminiscent of high-end designs and is made from fine, sustainably sourced paper straw.
‘This is such a stylish hat! It can be molded into any shape you want, even cowgirl! I love using it. I finally feel fresh and protected,” one woman wrote about the design.
‘So, absolutely living with this hat on! It goes with everything and is super comfortable. I love that it’s hardworking enough to survive mom life, getting wet, rolled up, and stuffed into bags and still looks beautiful every time you wear it. Love!’ Another added.
A new range of hats is on the horizon and includes Elena, Jeanne, Sabineand Rémi.
Other Avenue bestsellers include Kate Tank, Luisa Blazer and josephine tee.
“We also have a lot more on the way,” Gabriella said.
“We have a knit set coming in a few weeks for winter and I’m so excited about it,” it’s absolutely stunning!
You can shop the Avenue range of hats. here and basic range here.