The Will and Bear company will make $5 million in revenue this year

From the back of a van to a multimillion-dollar business: The travel-loving couple selling hats for a living – with the brand set to earn $5million this year

  • Lauren Williams and Alexander Knorr launched Will and Bear in 2015 from their van
  • The couple were on the road in Tasmania when Alex decided he wanted a hat
  • Unable to find one that was practical and durable led them to make their own
  • The couple now sell 8,000 hats a month and earn $5 million a year
  • Ethos is centered on respect for the environment, and each hat sold corresponds to 10 trees planted










A travel-loving couple who struggled to find practical, durable hats that felt natural in outback Australia decided to design their own out of the back of their van – only for the business idea to become a success of $5 million.

Lauren Williams and Alexander Knorr launched Will and Bear in 2015 from their T3 Syncro van named Marty while on the road in Tasmania.

“We wanted a hat brand that spoke to us personally, suited our lifestyle and gave back to the natural environments where we use the product,” Lauren, who inspired the “Will” part of their label, told Daily MailAustralia.

Lauren Williams and Alexander Knorr (pictured) launched Will and Bear in 2015 from their T3 Syncro van named Marty while on the road in Tasmania

“We wanted a hat brand that spoke to us personally, suited our lifestyle and gave back to the natural environments where we use the product,” Lauren, who inspired the ‘Will’ part of their label, told Daily Mail. Australia.

Six years later, their beanies, brimmed hats and caps are available in seven different countries with 8,000 units sold per month.

‘We started with William Brown, our everyday hat, and it’s still the best seller today. It’s accessible and it’s a good entry-level hat,” Lauren said.

The Calloway Fawn, Stevie Sand, Levi Copper and Andy Oak are also popular choices on the website, with many styles made from 100% Australian wool.

“We still stock our core range of five hats that we started with and they have been best sellers since day. We don’t have new collections or seasonal releases, we try to keep it simple and improve what we have. We want every style to be timeless,” she said.

'We started with William Brown, our everyday hat, and it's still the best seller today.  It's accessible and it's a good entry-level hat,

‘We started with William Brown, our everyday hat, and it’s still the best seller today. It’s accessible and it’s a good entry-level hat,” Lauren said.

One of the main differences between Will and Bear as a brand is its ability to do

One of the main differences between Will and Bear as a brand is its ability to do “good business” while doing business, focusing on projects that will better the planet and their community of like-minded people.

One of the main differences between Will and Bear as a brand is its ability to do “good business” while doing business, focusing on projects that will better the planet and their community of like-minded people.

“From the beginning we committed to planting 10 trees for every hat sold, following this we have now planted over 200 acres of forest gardens in Senegal, Africa,” Lauren said.

“We aim to always donate a percentage of our profits and be a responsible member of the global community.

“We recently announced that our latest NGO partner, leader in regenerative agriculture, Odonata, is joining forces to deliver better results for the planet, animal welfare and biodiversity.”

“From the beginning we committed to planting 10 trees for every hat sold, following this we have now planted over 200 acres of forest gardens in Senegal, Africa,” Lauren said.

There are over 4.9 out of five possible stars for the William Brown hat, with many of the couple’s customers praising their craftsmanship and service.

‘I love my new hat! So comfortable and looks fantastic. I was scared to order a hat online but the way it was packaged and sent was perfect,” one man said.

“I measured my head to find the right size, my measurement said I needed the small one but it was too snug for my liking so I easily requested the credit voucher, easily printed the return sticker and picked up at the post office,” said another.

“In the meantime I bought the Andy Oak on sale and the medium fits very comfortably and the wide brim is perfect for vineyard work, the wool keeps my head cool.”

Whether it’s a fashion accessory or keeping you safe in the sun, there’s a Will and Bear hat for every occasion.

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