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The Story.

“To awaken quite alone in a strange town is one of the most pleasant sensations in the world. You are surrounded by adventure.” - Dame Freya Madeline Stark, explorer and author, 1933


Freya was imagined in San Francisco by two friends who bonded over a shared love for hats and adventure, but bemoaned their incompatibility.  Frustrated by the lack of luggage solutions for protecting hats and tired of ruining them in overhead compartments, they created the first Freya product, a beautiful carryall for travel.

All Freya products are made by hand, by artisans and family-owned businesses where traditional craftsmanship is apprenticed from one generation to the next.  Selling direct to consumer online allows us to deliver an authentic, luxury product at an unparalleled value to customers.


Freya Rattan

Our rattan products are woven by hand in Indonesia from the leaves of the Ata tree, which grows in the tropical jungles of Southeast Asia.  Each “basket bag” is dried and smoked over a fire which provides it with a distinctive, iconic color and durability.

Freya Straw Hats

Our “Panama Hats” are woven in the Cuenca weave type of Toquilla straw by artisans in Ecuador. Panama hats are a traditional Ecuadorian craft that were brought to Panama during the building of the canal, where they garnered their fabled name.  The hats are woven by rural artisans from straw harvested from local indigenous palms. This handmade process provides for natural variation that makes each hat unique.



Freya x Hampui is a collaboration between The Freya Brand and Willee Roberts of Hampui Medicine Hats.  The hat line preserves the unique handmade, spiritual nature of Roberts' craftsmanship and merges it with the Freya ethos. 

All hats are 100% wool or a pure combination of Rabbit and Coypu fur and are sourced from a 100-year-old factory in Bolivia.