Tio y Tia’s Photographic Journey Through the American Southwest
The talented friends behind this season’s hottest new hat company guide us through their favorite desert locales.
A wide brim hat plucked from a Joshua Tree thrift store. This item provided the unlikely inspiration for Tio y Tia, the buzzy new indie hat company that’s captured the hearts of fashion-lovers and travelers alike. Nicole Najafi, designer and founder of denim brand Industry Standard, was well into a one-month journey through the Mojave when, desperate for relief from the desert sun, found the perfect wide brim wool hat in a local shop. Once home, and trying to replicate the gem find, she was able to trace its serial number—all the way back to the oldest hat-maker in the United States (and the creators of painter Georgia O’Keeffe’s iconic headwear).
Najafi knew she had struck sartorial gold, and enlisted friends (Johanna Peet, of organic skincare company Peet Rivko), and photographer Lucy Laucht to help draw up the business plan for Tio y Tia. While Peet and Najafi work on marketing and operations, Laucht handles photography and styling, in the process creating a Southwestern-inspired lookbook that would make anyone want to hop on a plane.
Now, the women behind Tio y Tia share their incredible photographic journey through the American Southwest.