Idea Hats

IDEA is a London rare-book dealer, publisher and merchandise label run by Angela Hill and David Owen, who named it after their family initials. Its clothing line began in 2015 with T-shirts for a Dover Street Market stand and now centres on unstructured six-panel and logo caps, slogan tees and tote bags carrying single-word pop-culture references such as "Winona" and "Keanu". Pieces are sold online, through Dover Street Market and at the brand's own Soho bookshop at 101 Wardour Street, opened in 2024.