The peaked cap specialist Hatline Lab is the latest project from the makers of Reternity. Lauren Riedel and Tom Schmidt are not only responsible for the streetwear brand based in Delmenhorst, Lower Saxony, they also founded Framework Studios, a company that supports brands in sourcing and as partners in brand co-building. In addition to Reternity, their portfolio also includes the lingerie brand Saint Sass, the streetwear brand Sacralite, the sports gel provider Fjuled and now Hatline Lab.
“We want to bring caps back into the spotlight, create a real alternative to the big brands and shake up the market with fresh, socially driven ideas,” Schmidt told FashionUnited. “We think quickly, trend-consciously and in partnership – with a focus on strong relationships with our retailers. The start was great, and we’re really keen to keep pushing!”
The new brand positions itself as commercial, suitable for the masses and consciously accessible.
Hatline starts wholesale
Framework Studios founded Hatline Lab together with Felix Sonnenschein. The founder of Sunshine Agency, which also works with Reternity and other brands such as Pompeii and Pockies, is responsible for sales of the new brand.
“We have been working closely with Felix from Sunshine Agency since day one – he brought Reternity onto the market with us and is still a close sparring partner on all creative topics to this day,” says Schmidt. “The idea of starting another project together arose from this collaboration and our shared passion for fashion.”
The well-rehearsed team was able to convince twelve fashion retailers in the first round of orders, including Zalando, Breuninger, Leffers and Hentschel as well as the streetwear specialists Coziness and Sylt Sneakers. With Strt.Atelier in Maastricht, the Netherlands, they have already won their first international store. In order to continue to grow internationally, we are currently working on partnerships with international agencies, Schmidt told FashionUnited.
The first delivery will take place from January for the SS26 season. At the same time, the online shop will also go live. The first drop on its own platform is scheduled for January 12th.
The retail price is between 34.90 and 49.90 euros.