Fashion

“La Rosh” Hats

by Roza Sinaysky | 14.02.16

My obsession with hats began last year while dating a serious hat collector. Since then, my own collection has tripled, and wearing a hat has become a huge part of “getting dressed.” Amaliya, founder of La Rosh couldn’t have found a better moment to present me her hats, and I couldn’t be happier about discovering them. I am so glad to welcome the coolest hat brand this town (and my head) has seen in a while.

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Did you always have a passion for hats?

No, I didn’t always have a passion for hats specifically. I used to work as a custom designer for theaters and art performance, and I found myself always attracted to the upper part of each character. I really enjoyed making masks, head pieces and of course, hats. I discovered my passion for hats specifically, in the streets of New York, where I lived for a few years.

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What made you turn your passion to business?

I have to admit that I’m still trying to figure out the boundaries between hobby and business. Making hats is something that I do for fun. Presenting my work to the public was only a natural step, as otherwise I would end up with piles of hats in my tiny studio. I definitely did not have a well-organized business plan when I opened LaRosh at the beginning of 2014.

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What is it about hats that makes you excited?

Wow! So many things. First of all, for me a hat is the most intimate accessory. It influence your look in a way that no other outfit can. The only thing more influential is maybe plastic surgery. When my customers try on hats, you can immediately see their faces change. Second, I find the history of hats rich and inspiring. Until the sixties, hats represented the differences between classes and cultures.

You could learn a lot about a person just by looking at his hat. These days, when classes and cultures are mixed, I believe hats represent individuality. Finally, I find the minimalism of the designing process exciting. For example, every inch added to the crown of the hat makes a totally different hat. And I have a few more, but I will keep them for next time.

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Tell us about the process of making each “La Rosh” Hat.

I work in the traditional technique, the same one that every milliners used throughout history. The materials I use are changing according to the season – straw in summer and felt in winter. I steam them and starch them over a wooden hat moulds in different shapes and sizes. After they are dried and shaped I add the sweat bands (in the inner part of the hat) which stabilizes the size. I then cut the brim, and add the trimming.

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Tell us about the name “La Rosh”

When I lived in NY I started thinking of a name for my brand. The word “Rosh” (head, in Hebrew) sounded almost exotic after being far away from Hebrew speakers for a few years. But when I came back, my friend, who is also a graphic designer, made the branding for the business, and she insisted that I change the name (she practically laughed at the name “Rosh”). I was already emotionally attached to the name, but after I thought about it, I decided to add the “La”. “La Rosh” was revealed as a great name with the combination of Hebrew meaning, English spelling and French sound.

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Do you see a change in the way people wear hats? (Especially in Israel)

I think that lately Israeli people are much more open to the idea of hats, but we still have a lot to learn from European and American cultures about the place that hats are given in the fashion industry. Many Israelis are still connecting hats with religious Jews.

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What’s next for your brand, how would you like to see it grow?

I have many dreams. My husband and I have a dream to open a small hats boutique and a barber shop in the same space. At the same time, I wish to develop a web shop so that my hats could spread globally. And of course, I hope to continue my collaboration with as many designers as possible. Last but not least, I want “LaRosh” to continue to be personal, I mean a product that when you touch, you can feel the person who made it.

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