Founded in Florence in 2011 by Matteo Gioli and Veronica Cornacchini, SUPERDUPER grew out of a period of creative experimentation and a deep-rooted desire to craft unique hats. Operating from our workshop at Manifattura Tabacchi, we’ve pioneered a new e-commerce model where each online order is made on-demand. This approach not only reduces waste and excess inventory but also ensures the utmost quality.

With a 72-hour in-house production cycle, we’ve brought a fresh perspective to the world of artisanal hat-making. Today, SUPERDUPER stands as an international brand, renowned for its commitment to craftsmanship and sustainability. Each hat we produce carries an earthpiece™, a small stone that symbolizes its handcrafted uniqueness and our bond with nature. Our core values revolve around ethical sourcing and environmental responsibility. We partner exclusively with certified suppliers who meet our stringent criteria for animal welfare and sustainable sourcing. Looking forward, we’re dedicated to leaving a more sustainable and conscientious imprint on the world.