NEW YORK — The Sak customers in spring will be seeing the brand’s signature Tightweave and other innovative crocheted textiles take on new forms.
The San Francisco-based handbag company has added hats to its assortment.
“Our consumers have been asking for [hats] for years,” said Mark Talucci, chief executive officer of The Sak. “The real reason is that there’s a lot of synergy in our products between our handbags and hats. The materials translate into hats.”
Talucci said the 16-year-old company dabbled in making hats in the past. However, it always turned to its own handbag suppliers to produce the looks. Now, The Sak has made a more complete commitment to the product by seeking out the help of a development firm that works with hat factories overseas.
The first collection is anticipated to hit stores in January and will comprise about a half-dozen groups with a variety of inspirations, from trendy to classic.
One group, for example, took its cue from the recent turn toward bohemian looks and includes floppy silhouettes, with finishing details like whipstitching, in a neutral color palette. Another group incorporates macraméd flowers in bright oranges, yellows and blues against a black background for a vintage-inspired sensibility. A third group looks to flapper styles of the Twenties and features clusters of crocheted flower appliqués as finishing touches. There are also classic styles like fedoras in sporty brights that are finished with a grosgrain ribbon belt at the brim.
“We wanted the styles to be attainable and reflect the nature of our customer,” Talucci said. “She’s relaxed and casual, but she still cares about fashion and she’s contemporary and hip with a California edge.”
Wholesale prices for all hats will range from $10 to $20, Talucci said. The Sak plans to follow the first spring shipment with a big push for cold-weather business. The company intends to market the looks to better department stores, such as Dillard’s, Nordstrom, Saks Inc. and Marshall Field’s.
“We think it’s an interesting space,” said Talucci. “There aren’t a lot of strong brands in the hat business. Vendors and retailers haven’t yet figured out a way to develop the business, yet the consumers are out there asking for more hats. We hope to bring excitement to the category.”