Goorin Bros


SINCE 1895

GOORIN BROS. is a family of hat and dream makers with a heritage built on out-of-the-box thinking and crazy ideas to move people forward. GOORIN BROS believes in motivating people to be seen and heard because everyone deserves to matter.

GOORINSHOP is an official and authorized GOORIN BROS. retailer for
Germany, Austria, Switzerland, Netherlands, Belgium, Luxembourg, Denmark, Sweden, Norway, Finland, Iceland and Greece.


The content of the brand story was provided to us by Goorin Brothers, San Francisco.

Why we do it

Why we do it

Because life moves away from you when you stand still.
The fun lies in the new, unexpected and daring. We stumble
rather fall forward than backward; there is no other way. We
rely on the future.

How we do it

How we do it

We hope we never find out, but it is astonishing
to see how the ordinary becomes extraordinary when you know
what to look for. We think we know.

The Timeline


The beginning

Founder Cassel Goorin set off for Pittsburgh, Pennsylvania with a horse-drawn carriage full of hats and his passion for hatmaking.


First store

Cassel's sons Alfred and Ted took over the family business and moved to San Francisco in 1949, where they opened a store at the corner of Mission and First St.



The ski industry played a major role in the company's growth. Since fedoras, flat caps and truckers were not yet in fashion at the time, expanding into sportswear enabled the spirit of innovation that still guides Goorin Bros. today.


Let the Animals Play

The Farm was created in 2003 when Ben Goorin was experimenting with new patch designs for trucker caps. The pig, the beaver, the rooster, the goat and the donkey were the original animals that launched the line and a worldwide movement.



The legacy as artisan milliners who embody the spirit of human connection and transformation continues to unfold through a timeless blend of reinvented classics infused with fresh authenticity. The distinctive pieces can now be seen around the world, connecting those committed to a new way of seeing things.

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