Stephanie Amann — empire coven

Company Name || WYLDAIRE

Job Title || Creative director / Founder

Age || 34

Years Living in New York || 9 years

Social Handles || @wyldaire

Company Website || WYLDAIRE

What did you want to be at when you were growing up?

I wanted to be a psychologist as a child; however, when I looked back on my childhood while deciding on a major I realized fashion and design was always a huge part of my life. From dressing Barbie and wishing her clothes were more than just pink and purple to dressing myself at a very young age; I had an idea of what I wanted to wear and how I wanted to express myself. I was the weird little kid that would wear a sombrero to the grocery store. That drew me into fashion and I was in the industry for over 10 years.

What inspired the brand?

Travel has also been a huge part of my life; while backpacking in Southeast Asia I couldn’t find a hat for sun protection that was both functional and fashionable. They’re either unflattering hiking hats or fashionable but you have to carry them around and end up leaving it somewhere or ruining it by trying to pack it. I saw a problem that needed to be solved and I wanted to do it as ethically and sustainably as possible. So we work with factories in Brooklyn and the oldest US hat factory which is also employee owned; guaranteeing a minimum base pay of $15/hr. Our hats are water resistant and our wool is humanely sheered.

What’s the best piece of advice you were given when starting this company?

The best business advise I received was from my mentor, David, the owner of Goose Barnacle. He said to always be authentic and I took that to heart. You have to make so many decisions as a business owner and I always think of it from the other side -- "as the consumer what would I want?" Even if it is a loss to the business it’s about how you would want to be treated. It's important to always be authentic to your brand, yourself, and to your consumer.

What is your creative process like?

I started from a place of functionality and quality -- beautifully crafted timeless styles that are packable and provide sun protection for traveling. Thinking about all of the needs and end uses for the wearer; for example, the trim doubling as the closure when the hat is rolled. And the adjustable band so you can tighten the fit on a windy day, share your hat, or wear your hair curly or straight. Our hats solve a problem and fill a need and we do so intentionally and purposefully. Currently, we are expanding with custom hats through different trim options made in our Brooklyn factory or even painting the hats in our Brooklyn studio. We are also doing small batch upcycled fabric baseball caps with pocket brims. These custom and small batch styles allow us to be co-creators with our fellow travelers which is super fun!

Do you have a go to motivational quote?

The brand is based on the Emerson quote, “Live in the sunshine, swim in the sea and drink the wild air.” It's about appreciating every moment and exploring everything. I’ve lived in New York for almost a decade but I still like to do "touristy things." You can be a traveler anywhere and you can feel free in any moment. It's a state of mind that this quote, traveling, and our brand evoke; like enjoying the breeze on a downhill bike ride or the view at the peak of a hike. Those moments and memories are what Wyldaire is here for.

What’s the most rewarding part for you since starting out?

All of the photos and emails I receive from my customers; it means so much to me to see our hats in happy homes. I love hearing their stories and seeing them exploring the world in their packable hats. We're small but we have a cult following -- they love the quality and attention to detail and functionality our hats offer. It makes me beam because at the end of the day, you are your business.

What advice would you give to other women in a creative field or starting their own business?

Be fearless. Don't be afraid of messing up or not knowing. Business, like life, is learning lessons and problem solving. The realization that you are your business is overwhelming but it's also the realization that if you don't put yourself out there and believe in yourself enough to do the scary things or the things you don't feel strong in, then your company won't grow. So jump in, figure it out, and be pleasantly surprised when you realize how strong you are.

This interview has been lightly edited and condensed for clarity.