Despite all the subcultures and the ever changing cultural trend machine that is fed equally by Milan and a teen’s seapunk Tumblr, fashion still goes only two ways in 2017. With all nuances and niches aside, it can best be categorized as loud or understated. With luxury lifestyle brands traditionally embracing the understated (because the coolest kid in the room doesn’t need to scream for attention) and street wear or counter culture brands doing the all cranked up thing (because they’re young, they’re fucking ballsy, and you know…no parents and all that) – the lines have traditionally been drawn.

Enter “Dad Hats”.

Worn by actual dads at youth sports games since forever, it’s become the stylish headwear of choice since December of 2016. The fashion movement “NORMCORE” is presumably what sparked the Dad Hat Revolution Of 2017. If you don’t know the term “NORMCORE” (and it’s gotta be in all caps ‘cuz Tumblr says so) you for sure know the pallet. It’s the “Hollywood Day Off” – aka “The Justin Timberlake Getting Off The Plane”. It’s best described as that deliberate decision to wear unremarkable, average, borderline unfashionably casual shit – you know, what your dad wears to TGI Fridays.

You see, we got a little too goddamn turnt in the last few years. Designer Jeremy Scott put plastic wings on sneakers and people dropped 5 Benji’s on them from Philly to Phoenix.  A year later, Adidas and Scott one upped them selves and put what could politely be referred to as fucking shackles on the notorious JS Roundhouse Hightops  (http://www.cnn.com/2012/06/18/us/adidas-shackle-shoes/index.html) mere months after “Django Unchained” dropped. There was no play here, kids. Sometimes there’s such a thing a too extra.

As with everything else in life, there’s an ebb and flow. A yin and yang. A Hov and Yeezy, if you will.

The Dad Hat trend takes the best parts of the two schools of style and combines it smoothly, while erring on the side of subtly, normalcy and silent anti-swagger. Movie producers wear them with suits. Leonardo DiCaprio rocks the Dad Hat and button up on his similarly named Dad Bod. The point is, it’s low key. It’s normal. It’s just a fucking hat. And maybe, just maybe, in a sea of neon splatter paint, snakeskin skinny jeans and high tops with furry Panda Heads as the tongues, being just a hat makes it super rad.

Being the Jesus Freak at an Anton LeVey gathering makes the dork who went to Christian summer camp the rebel. Dad Hat’s are kinda like that.

Yet, the Dad Hat can, and often does, double as a wearable meme. It’s what makes it super accessible to the “louder” contingency. They’re not as expensive as elaborately stitched fitted or snap backs, so they can be made, and purchased, on average, at a more rapid and affordable rate. That’s why you see so many featuring trendy social media fodder, meme inspired imagery and slogans, and spur of the moment bullshit. In this regard, they’re made to be almost collected, or at least purchased when one drops with an emoji, weeping Jordan image, or hashtag you and your friends dig drops.

Dad Hat’s are beyond pervasive at this point. They’re the standard. So here’s another edition of #SetList – and I dedicate it to my dad, who has no idea his hat game is as lit as it is.

 

1. EPTM “Perfect” Hat

This hat should win an award for coop-ting and combining every recent trend in one place. It’s such a blatant cash grab it’s a boarder line spoof of 2017 fashion. Drake’s “If Your Reading This It’s Too Late” font? Check. Dad Hat? Yup, check as well. Light pink that will probably not match with the rest of your outfit unless you’re a CamRon impersonator (therefore making you even more Normcore and low rent) yeah. This hat should also own Tumblr, and love indie dance music.

 

 

2. Youth Machine Blue Denim Hat

This reminds us of the hats that the bad ass little teenagers wore while skating in NYC in the movie “Kids”. 90’s as fuck. We’re suckers for one word boxed text on dad hats, cuz less is always more, bruh.

 

 

 

 

3. Lacoste Standard Black Hat

This is a hat that someone’s dad is wearing right now, making it an actual “Dad’s Hat”. Lacoste is classic, and wearing this one says you’re established yet leisurely, but after your third spritzer, you can also get slightly pretentious. Wear with a blazer and denim for the complete “rich ass dad on Sunday at an early dinner” steeze. Extra points for also having a Mini or Fiat as your second car.

 

 

 

4. Team Cozy

Monochromatic scenester and minimalist, this Team Cozy piece looks like it could be tour merch from The Neighborhood or The 1975, or a film production company from the 80’s. The minimal “boxed text” graphic is on trend. Rock at Coachella with an all black outfit and tell people you’re Halsey’s drummer.

 

 

 

5. Weekdays Navy Cap

Another well timed culture drop from Days Off, the brand that raised the bar for clothes that you wear hung over on your couch. This hat feels chill, almost like it was made to wear while eating pizza in bed with your girlfriend of 4 years. The days of the week are crossed out. It’s an abstract reference and play on that lazy weekend life. Ironically Days Off products are expertly made, and you probably should treat them better than your “lazy” clothes.

 

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Author

Joey A.X is a recording artist, producer, and creative entrepreneur who hails from New Haven CT who has always had an eye for fashion and culture and art. He joins The Set as the voice for "Wander". He digs vintage black leather jackets, crude humor, thin crust pizza, speakeasys, film noir, Liverpool Football Club, and doing hood rat stuff with his friends.

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