When Herb Rhedrick III accidentally lost his father’s blue rabbit felt fedora during a trip to Paris, he never anticipated that the mishap would spark the birth of his luxury brand, Herbin Co. Rhedrick’s journey began as he noticed the diverse and artistic hats throughout Paris, Milan, and Amsterdam, igniting his passion for creating something that reflects his heritage and personal style.
Herbin Co. has transformed from a single handcrafted hat in a garage in 2019 to a prominent luxury lifestyle brand known for its innovative designs and commitment to Black craftsmanship. The brand is now recognized alongside elite designers, sold in Atlanta’s Phipps Plaza and attracting a clientele that includes celebrities like Nelly and Will Packer.
Rhedrick’s background molded his vision. Originally from Charlotte, North Carolina, he moved through several cities before settling in Atlanta, where he thrived amidst the entrepreneurial spirit. His fascination with the craft of hat-making is rooted in history, leading him to explore the artistry of European hatmakers. Through carefully selected materials and intentional design, each piece conveys a blend of tradition and modernity—crafted from premium rabbit and beaver felt.
Despite this growing success, Rhedrick maintains humility and emphasizes that hats have always been part of culture, returning in waves. “We just focus on doing it right,” he notes. His vision culminated in Herbin Co.’s latest venture—a luxurious travel capsule collection—designed for the modern traveler.
This collection reflects Rhedrick’s jet-setting lifestyle, starting with the creation of a bag meant to protect his hats while traveling. After impressing artisans in Paris during another trip, he collaborated with them to produce all Herbin Co. bags in Paris, further marrying craftsmanship and travel.
The travel capsule includes leather goods and accessories that embody Rhedrick’s idea of “luxury in motion.” However, global expansion has its challenges, including rising tariffs that can unexpectedly increase costs. Rhedrick describes how they continued to innovate rather than be deterred by these challenges.
More than just selling products, Herbin Co. aims to create community experiences. With plans to launch immersive brand events in Atlanta, Rhedrick is focused on adding value beyond consumerism, creating spaces for connection and cultural expression.
Amid these advancements, Herbin Co. marks its sixth anniversary with a new hat collection and a holiday capsule, showcasing its commitment to creating timeless pieces that elevate Black luxury. Rhedrick believes true luxury is not about labels or hype, but about legacy, a perspective that shapes the essence of Herbin Co. and its place in the global fashion landscape.
With every handcrafted item, Rhedrick is reshaping the narrative of Black luxury, turning a personal loss in Paris into a legacy of craftsmanship and culture through Herbin Co.