Victor Osborne: Market Hatter

How does a fledgling hat line break into a new market without the resources of a multi-national brand? In the case of Brooklyn-based Victor Osborne, the approach is to enlist an eager childhood friend based in London, who can rev up the buzz across the pond at Portobello Road and Spitalfields Markets. "I wanted to establish a location where I could get feedback from customers firsthand," explains Osborne's UK ambassador, Rob Sniderman, of choosing the market circuit.

Since his start in October, Sniderman says he's been making sales, "The hats are priced between 60-110 pounds [US $120-220], so I rely on the upper end of the market crowd to make my sales." But he's thinking long-term: "The plans for a London boutique are definitely in the making. We will be looking to recreate the feel of the Williamsburg shop by getting a workshop and design space with a storefront. The same custom capabilities as well as customer contact are reasons why the label is doing so well, and I have every intention of following that model right here in London."

Of his discoveries thus far, Sniderman reports, "The asymmetrical fedoras have been a hit, selling the fastest despite being my most expensive. There is a real resurgence of 1930s chic in London, particularly in the Shoreditch crowd, and VO headwear dovetails perfectly into that. And many British people tell me they identify with the 'Roman' as a hat that evokes something about their British heritage in a particularly cool way."

In the US, hats are vailable at Victor Osborne, 364 Leonard St, Brooklyn, NY (open Sat & Sun: 12-6pm), and at various boutiques—see website for details. In London, VO headwear can be found at Portobello Road on Saturdays, and Spitalfields Market every other Sunday.

—Jason Campbell