Aussie pals' sun hat is flying off shelves thanks to 'genius' feature

  • Avenue The Label has launched a range of ‘viral’ sun hats
  • They won over thousands because the range is ‘packable’ and ideal for luggage
  • The stylish hand-woven straw hats keep their shape even when rolled into a ball
  • The brand is also famed for its comfy staples, tees and tanks 

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The Aussie brand behind a range of effortlessly stylish ‘packable’ sun hats is struggling to keep them in stock ahead of the ‘European summer’ travel rush.

Avenue The Label, started by pals Gabriella Weinstock, 31, and Jessie Shand, 30, has become a favourite of women across the country thanks to the ‘insanely comfy’ wardrobe staples and uber-cool hat range.

But the pair have noticed a mega jump in sales of the packable hats since word got out about them ahead of the Euro summer period in 2023.

The bestsellers, the Fornillo and the Izzy, are both durable, Australian-designed and handwoven using a crochet weaving technique that ensures they never lose their shape – even when rolled up tightly in luggage.

aussie pals' sun hat is flying off shelves thanks to 'genius' feature

The Aussie brand behind a range of effortlessly stylish ‘packable’ sun hats is struggling to keep them in stock ahead of the ‘European summer’ travel rush

aussie pals' sun hat is flying off shelves thanks to 'genius' feature

The bestsellers, the Fornillo and the Izzy (pictured), are both durable, Australian-designed and handwoven

‘We started the brand in 2017 and both had a background in fashion. We realised a gap in the market for really good quality, cool sun hats and spent a year designing one that could retain its shape in a bag,’ Gabriella, a mum-of-one from Bondi, told FEMAIL.

‘We have them woven by hand and also put a wire in the brim to ensure that they keep their shape no matter what.’

Gabriella said the brand grew steadily and organically as more women discovered the clever designs and swore by them for domestic and international travel.

Customers also love the fact that each one somehow ‘goes with everything the wardrobe’.

‘The tanks and tees have a really high return rate – they are really popular staples. But the hats have really taken off over the past year with so many heading off to Europe,’ Gabriella said.

aussie pals' sun hat is flying off shelves thanks to 'genius' feature

The Sabine Sunhat is crafted from natural cotton canvas and features an oversized brim with a frayed edge. It’s coming soon

‘The most popular designs are the Fornillo and the Izzy but they all do really well, especially with women aged 25-45 and mums on the go like we are.’

The Fornillo Sunhat is reminiscent of high-end designs and crafted from fine, sustainably sourced paper straw. It also comes in 11 colours.

It has received hundreds of rave reviews from women who are delighted with their chic buy.

‘Just loved my first hat purchase and will stay on even when a strong breeze is blowing,’ one customer wrote. ‘The coverage is excellent protection from the sun too.’

The Izzy is made from 100 per cent raffia making each piece unique and stand the test of time. This also explains the higher price point of $150 – a solid investment given the durability.

aussie pals' sun hat is flying off shelves thanks to 'genius' feature

The Fornillo Sunhat (pictured) is reminiscent of high-end designs and crafted from fine, sustainably sourced paper straw

‘This is such a stylish hat! Can be molded into any shape you want – even cowgirl! I love wearing it. I feel cool and protected finally,’ one woman wrote of the design.

‘So gorge – absolutely living in this hat! It goes with everything and is super comfortable. Love that it’s industrious enough to survive mum life, getting wet and rolled up and shoved into bags and still looks beautiful each wear. Love!’ Another added.

A new range of hats is on the horizon and include the Elena, Jeanne, Sabine, and Remi.

Other bestsellers on Avenue are the Kate Tank, Louie Blazer and Josephine Tee.

‘We have so much more on the way, too,’ Gabriella said.

‘We have a knit set coming in a few weeks for winter and I’m really excited for that,’ it’s absolutely stunning!’

You can shop the Avenue range of hats here and basics range here.

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