Log in
New collection on the 1st of every month. That's the rhythm, and it doesn't move.
If you've ever tried to reorder a hat and found it gone, this one's for you. Here's how our drops actually work, so you know when to check back and what's coming.
The monthly rhythm
A new collection goes live on the 1st of every month. Sometimes it's four hats, sometimes it's twelve. It's always new.
Bigger category launches land mid-month on the 15th, so they get their own moment instead of competing with the monthly collection.
What's coming in 2026
September 15 - Graphic tees
Our first apparel category. Limited first run, and we mean limited. The same voice you already know from the hats, now in something you can wear on a Tuesday.
October 1 - Holiday Collection
Holiday hats, live the first of October. Early, on purpose. Gifting season starts before anybody admits it does.
October 15 - Bandana scarves
$18. Hair, neck, bag handle, dog. Sized right for stocking stuffers and the friend who's impossible to shop for.
December 1 - Resort Collection
For January trips, February escapes, and everyone booking somewhere warm the second the holidays end.
Common questions
How often does Friday Feelin' release new hats?
A new collection every month on the 1st, plus mid-month category launches on the 15th when we have something bigger.
Do sold out hats come back?
Sometimes, not always. Core styles like Aloha and the mom hats restock. Seasonal and limited runs usually don't. If it's a limited drop and you love it, don't wait on it.
How do I find out about a drop before it sells out?
Email and text list first, Instagram second. Drops go out to the list before they go anywhere else.
Are drops limited quantity?
Mid-month category launches are. Monthly collections vary by style. Anything we call a limited run is genuinely a limited run.
What time do drops go live?
Morning Pacific on the drop date. If you're on the list, you'll know.
Can I preorder an upcoming drop?
No preorders. Everything goes live at the same time for everybody.
Browse what's live right now in New Arrivals, or start with all the hats.
We've got you covered. 👋