Bespoke Headwear Done Right: Hollie’s Insights

Meet Hollie, our resident headwear pro!

Hollie joined Screenworks earlier this year, bringing eight years of embroidery and headwear experience from her previous role.

We’ve been producing bespoke headwear since 2013, alongside our Inspired Bespoke clothing range. With Hollie on board, it felt like the perfect time to peek behind the seams and chat about what goes into creating a truly bespoke cap.

A little bit about Hollie

So, how did you get into the world of promo?

Hollie: “I’ve been in this industry for almost a decade. I started off as an embroiderer and quickly moved to sales… just 3 weeks later! Headwear’s such a creative niche — there’s always something new to learn, and no two projects are the same. Now I’m building on my experience at Screenworks and applying knowledge to a wider range of products, which is really fun. “

Do you remember your first bespoke cap project?

Hollie: Oh, absolutely. It was for a major phone brand! This happened early on in my career, and I learned a valuable lesson the hard way: always build in buffer time when shipping by sea freight! Timing can definitely make or break a project — that job definitely shaped how I plan timelines.”

If you could design your own cap, what would it look like?

Hollie: “Funnily enough, I’m not much of a hat wearer, but my husband is. I designed a 5-panel volley cap for him as a Christmas gift, using colourful panels and custom ‘Ismay & Co’ branding. He loved it! We also created a logo and caps for our wedding, and a year later, guests are still wearing them.”

How to Get the Most from a Bespoke Cap Project

Hollie has worked on countless bespoke projects over the years— from classic 6-panel caps to fully custom builds. Here’s what she’s learned along the way.

If someone’s never ordered a bespoke cap before, what advice would you give them?

Hollie: “I always start by asking if they’ve seen a cap somewhere that caught their eye. A quick photo gives me a sense of their preferred style and structure — it’s the best starting point.”

What’s the biggest challenge in bespoke cap production?

Hollie: “Lead times are usually the biggest hurdles. Design-wise, there’s very little we can’t do — but custom production takes time. Having a clear critical path and setting deadlines early is key, especially for launches and events. I like to make sure everyone involved in the project is aligned every step of the way.”

What’s one detail clients often overlook?

Hollie: “The small stuff. Most people don’t realise just how much you can do with a bespoke cap. I love hidden branding — a printed under-peak, a woven label, or contrast stitching. Those details really elevate a design and make it feel retail-ready.”

When might stock be the better option?

Hollie: “Stock is ideal for low volumes or quick turnarounds. Our in-house decorating team can still make it look completely bespoke.”

How do you ensure designs translate properly from screen to stitch?

Hollie: “Real-life reference images make a huge difference. I always show photos of special fabrics & branding finishes to support visual mock ups to ensure the client, supplier and factory stays aligned on the final result.”

Headwear trends to watch in 2025 & onwards

What’s changing in the headwear world right now?

Hollie: “There’s definitely been a progressive shift in the promotional world, brands are starting to lean more into retail-inspired design. Subtle branding, like what you’d see from CK, Ralph Lauren, or The North Face, is becoming more popular. Years ago, it was all about the biggest logo front and centre. Now, it’s about subtle icons that make the hat more wearable. After all, we don’t want promotional items tossed aside after a single event, we want them worn again and again for maximum exposure and minimal waste.”

It’s true, lately we’ve seen a real shift in how brands approach promotional headwear.

Key takeaways:

• Subtle logos are in. Think tonal embroidery, smaller, discreet placements and minimal branding that looks more retail than promo.
• Sustainability continues to matter. Clients are asking more questions about materials, traceability and production ethics. The good news? There are brilliant fabrics to choose from — from recycled cotton to organic blends that look and feel premium.
• Texture is trending. Twill, cord and washed finishes are giving classic caps a modern, lived-in look. They photograph beautifully and add instant depth to branding.
• Colour is key. We’re seeing bold panels, pantone-matched dyes and playful combinations that reflect your brand identity without requiring a huge logo.

As Hollie puts it:

“The best caps right now are the ones people actually want to wear — not just once, but every day. That’s the goal.”

Thinking about investing in headwear? 

For us, bespoke isn’t about making clients do the heavy lifting — it’s about collaboration.
“The more detail, the better,” Hollie says, “but that’s our job, not yours.” We’ll ask the right questions, pull out the creative bits, and make sure every stitch lines up perfectly.”

From subtle, retail-style embroidery to creative finishes that push boundaries, our team handles the technical details so you can focus on the big picture — your brand.

Let’s chat!