We've always been inspired by the people we meet and the places we explore.

In March 2025, a visit to Nashville led us to Rustler Hat Co - a vibrant hat bar that married millinery with storytelling and personal style. The immersive experience invited guests to step into the maker’s world, shaping every detail of their hat from start to finish.

That moment sparked a vision: to bring a Hat Bar to our own Notting Hill studio - capturing the creativity and excitement of JCM, reimagined through bespoke, hands-on details that make every hat a story in itself.

The scent of leather and suede lingers in the air, while a curated playlist sets the tone - a little West London, a little Wild West.

Tables are scattered with ribbons, velvets, feathers and chains: an open invitation to play, layer and experiment.

Guests become co-creators, shaping every detail of their design before leaving with a hat that feels personal, expressive and entirely unique.

HAT - Choose your base, from timeless trilbies to sculpted cowgirl silhouettes in a range of colours and finishes.

TRIMS - Add individuality with layered bands, thongings or velvets.

ACCESSORIES - Elevate with studs, chains, tassels or feather pins.

IRON BRANDING - The final flourish: an iron-brand stamp to mark your creation as a true one-of-a-kind.

At the heart of the Hat Bar sits our AW25 collection, Velvet Renegades: a celebration of contrasts - a collection and interactive experience that channels the spirit of the fashion renegade: a fusion of rock-chic city girl and modern cowgirl, rebellious yet refined.

It plays with contrasts - luxury and grit, tradition and edge, craftsmanship and spontaneity. The mood is rock ’n’ roll after dark: carefree, expressive, unapologetic. A reminder that hats aren’t just for race days or special occasions, but for every day, every mood, every moment of self-expression.

At its core, Velvet Renegades makes millinery accessible without compromise: ready-to-wear hats that remain distinctive, crafted, and unmistakably JCM.