“La Rosh” Hatsby 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.
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.
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.
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.
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.
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.
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.
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.