2PM — PARTLY CLOUDY — 66°F
5PM — CLEAR — 72°F
4PM — OVERCAST — 48°F
9PM — CRISP — 42°F
7PM — LIGHT RAIN — 42°F
Off Hwy 89
4PM — CLEAR — 27°F
Renowned Japanese designer Naoto Fukasawa is often credited with identifying an important through-line in design thinking that has come to be known as Super Normal.
Super Normal is essentially the idea that many brilliantly-designed products are not completely novel or spectacular, but rather take a product or concept that is exceptionally normal to the world...and make it better somehow.
Make it super normal.
That’s where MINDFUL began: with the thought of taking something as ordinary as a hat and making it better somehow.
The First Collection leverages a minimal five panel silhouette. With its clean lines, the hat naturally shapes to its owner’s head over time. In a simple offering of colors, the hats are meant to be something one can grab while walking out of the house with the assurance that it will look good with virtually anything.
Beyond the design of the physical hats, I also wanted to explore a different approach to pricing. Many brands have traditionally used large markups to create “exclusivity” and perceived value. MINDFUL is (in part) an experiment in leveraging a material portion of these markups to create value in the lives of those in need. $10 of every First Collection hat sold will be donated directly to charity:water, a non-profit organization bringing clean, safe drinking water to people in developing nations.
It is my pleasure to introduce to you MINDFUL's First Collection. Thoughtfully designed for everyday wear.
Shot on location in Tokyo, Kyoto, San Francisco, & Seattle
Photography: A. Pherribo, M. Lam, B. Lam