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God Given Talent. Fit is a luxury online hat store, offering our first-rate products and exceptional customer service to shoppers from the comfort of their own homes.


The brand is a testament to Talent, the talents that we are born with and the talents that we develop as we grow and mature.





Created by UK designers of African heritage, the brand speaks to the fun, positive, resilient and vibrant nature of Africa but with a name and logo that could be easily understood.


The brand mission was motivated by a trip to Africa in 2018 where two of the founding team members saw how people with less opportunity produced incredible results through hard work and talent. We created an empowering luxury hat brand that encapsulated what we saw and had the ability to cross all ages, colours, genders, religion and inspire.


As all team members have a love for fashion, media, music and sports we felt that there wasn’t a brand out there which spoke the idea that we all have a talent within us that is unique to us.

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