About The Brim Label


Practicality, comfort, character and attention to detail are at the forefront of The Brim Label philosophy.

Our BRIMs are for women and men who want to wear cool, flattering hats that are fuss free, unique and well made.

Instead of designing for mass production, we create for just a few. It can’t be very unique if hundreds of others are wearing the same as you.

We believe that it's important to know where and how your hat is made. We design, handpick fine fabrics from all over the world, and sew each hat in The Brim Label Auckland studio, New Zealand.

The Brim Label hats and their wearers have a quiet confidence to them. You will not see outer branding or labels on any of our BRIMs. The beautiful fabrications, subtle detailing and excellent craftsmanship prove that you don't need to shout to be seen.

A hat from The Brim Label will turn heads ... quietly!


Emma Cheape studied Fashion Design in Christchurch and worked as a pattern cutter and design assistant for a number of years in Auckland before the need for travel called and she moved to London. The idea to start a hat label came from a frustration of not being able to find a hat she liked to take away with her on summer European travels. “I wanted a hat that would be protective and comfortable to wear at the beach as well as cruising around, exploring the city. And I wanted it to look good! I couldn't find anything that filled all of these requirements so I set about making my dream hat and have been making hats ever since!”

Six years on from starting The Brim Label in London, Emma has now returned to New Zealand to continue making hats. She is a one-woman-band: designing, sourcing unique materials, pattern cutting and sewing each hat with love and care from her Hawkes Bay studio.

To make contact with Emma please email: emma@thebrimlabel.com

January 2018: Emma was interviewed by Radio New Zealand about her hat making. Learn more about Emma and The Brim Label by listening to the interview here: 


December 2018: Emma was interviewed in The Heralds Viva magazine about The Brim Label and her most favourite possessions. Read the article here: