DURANGO

It represents Durango, México, stripped down to its core. The missing “O” is replaced with a devil, not as something evil, but as a reflection of where we come from and what it takes to survive there.

This hat is tied to a life away from the city.
Not the calmer Durango you find within city limits, but the rougher terrain. La Sierra, Los Ranchos, the forgotten places where life moves slower and people carry themselves with purpose. Out there, you don’t survive by talking much. You survive by being true to your word.

This piece comes from a memory I have with my dad. I was four years old, horseback riding in the middle of the ranch and I couldn't see the path or my dad and in desperation I shouted  "Apa, tengo miedo". From deep in the brush my dad responded: “No le tengo miedo ni al diablo, mijo.”

That moment marked me. So simple, yet so effective. It calmed me down and I was able to find the path. 

The DURANGO hat represents that mentality, the calm confidence that comes from knowing who you are and where you’re from. It’s for those who understand that rough places don’t make bad people, they make capable ones.

Worn by those who don’t flinch.

Vida Infame. Built by the forgotten. Worn by the unstoppable.

Details

65% polyester / 35% cotton

Structured front panel

Mid-profile fit

Adjustable snap closure

Made to order
This product is made especially for you as soon as you place an order, which is why it takes us a bit longer to deliver it to you. Making products on demand instead of in bulk helps reduce overproduction, so thank you for making thoughtful purchasing decisions!