WOW Lifestyle – Hats & Hatters by Luciana Hirt

Lifestyle, Special

“Is there a hatter in São Paulo so I can custom-made a hat?” That was what a client to whom I make press office work asked me. I immediately started to wonder where could I possibly find the Brazilian Philip Treacy. I love hats, but wasn’t familiar with any hatter. I’ve started my research around the Seminary in São Paulo’s downtown, where there is a lot of hat shops so perhaps I could find the one I was looking for, that would make my life so much easier!

philip treacy hats project runway fashion me fabulous editorial

I went to all shops on that street. Didn’t find one which looked like my reference model, I asked the salesperson if they could make some modifications like replacing the taps and put on some feather. Then the salesperson says to me – Sure, who is this hat for? I hesitated a little to give a name…But then he adds – Is it for a “entidade” ( a person who “recives” spirits of dead people). I told him no and said that’s it was for a friend of mine, who is alive by the way! I gave up on that shop right away! Either my hat looked like an “entidade’s” hat or I looked like an “entidade” myself, so I had to ask the salesperson about it and then he said that he sells a lot of hats to “entidades”. Is kinda funny, isn’t it? Dead people keeping hats alive!!! My next stop was at Chapelaria Plas at Rua Augusta. The service there is great and the Monsieur Maurice Plas’s hats are amazing and the street where the shops is gives it a nostalgic atmosphere.Well no “entidade” was mentioned, but I discovered that the hat made of felt that I was looking for, wasn’t handmade.Plas millinery only works with prét-à-porter to these cases. I made an appointment for my next visit to this classic millinery. Just by entering Pals you already feel elegant. I loved it!

9-Philip-Treacy-Glove-Hat-wow revista magazineThen I went to a crazy hatter in Vila Madalene. As I got to Fradique Coutinho street I saw his studio from the outside and instantly felt a delicious craziness! From the outside, Du was making his hats with his blue sewing machine, surrounded by lots of different materials. That’s right color and material’s crazyness! Du-EHolic is the name of the studio that looks a parallel world from Du, several musics keep playing non-stop and inside his hats there is a little tap with the name of the song he was listening to while he was making the hat. I was looking aroung…looking around. At that point I was already looking for a hat for me too! Of course! The problem is that my problem was definitely solved, I’ll take my client to Du so he can choose the material he wants to replace the felt. Enough with my problem, now which hat do I want? There are so many hats and they’re all different from each other. The one I most liked didn’st fit me and it had Maddonna written on the little tap….I think my choice has something to do with my Diva spirit! Tjere was an ugly one made of coffee bags with little skulls on it, and it had Jazz written of the little tap! That’s my fancy side now! I end up ordering a red hat with lots of feathers!!! Yeah, I want to look like I’m a samba school allegory and I’ll love that! I promise that my next text will talk only about Edu’s studio with lots of pictures including one of my brand new hat! So you can say how do you like it!


Luciana Hirt

Celso Da Costa Hamelink

Celso Da Costa Hamelink, in love with the world of photography and art concept. He worked for different worldwide brands and international publishing groups. Obsessed with aesthetics, his world basically loops around images, colors, silhouettes, architecture and design. His favorite hobby is definitely travelling because it helps him to pick up the different essences of a variety of cultures which immediately inspires him to play the Art Director.

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