Aussie pals’ viral sun hat is flying off shelves thanks to one ‘genius’ feature: ‘The best buy I’ve made – a MUST for European summer’

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The Australian brand behind a range of effortlessly stylish ‘folding’ sun hats is struggling to keep them in stock ahead of the ‘European summer’ travel rush.

Avenue The Labelfounded by friends Gabriella Weinstock, 31, and Jessie Shand, 30, has become a favorite of women across the country thanks to its ‘insanely comfortable’ wardrobe staples and super cool hats range.

But the pair has had a mega jump in sales of the foldable hats since news of them broke ahead of the 2023 Euro summer period.

The bestsellers, the Fornillo and the Izzyare both durable, Australian designed and handwoven using a crochet weaving technique that ensures they never lose their shape – even when rolled up tightly in luggage.

The bestsellers, the Fornillo and the Izzy (photo), are both sustainable, Australian designed and handwoven

‘We started the brand in 2017 and both had a background in fashion. We spotted a gap in the market for cool, really good quality sun hats and spent a year designing a sun hat that could hold its shape in a bag,” Bondi mother-of-one Gabriella told FEMAIL.

‘We have them woven by hand and also put a thread in the edge so that they keep their shape no matter what.’

Gabriella said the brand grew steadily and organically as more women discovered and swore by its clever designs for domestic and international travel.

Customers also love that they all somehow “go with everything in the wardrobe.”

‘The tanks and tees have a very high return rate – they are very popular basic products. But the hats have really taken off in the past year and many have moved to Europe,” Gabriella said.

“We spent a year designing a bag that could hold its shape in a bag,” Gabriella said

The Sabine Zonnehoed is made of natural cotton canvas and has an oversized brim with a frayed edge. It’s coming soon

‘The most popular designs are the Fornillo and the Izzy but they are all doing very well, especially with women between the ages of 25 and 45 and mothers who are on the go like us.”

The Fornillo Sunhat is reminiscent of high-quality designs and is made from fine, sustainably produced paper straw. It is also available in 11 colors.

It has received hundreds of rave reviews from women who are happy with their chic purchase.

“I enjoyed my first hat purchase and it stays on even when there’s a stiff breeze blowing,” one customer wrote. ‘The coverage also provides excellent sun protection.’

The Izzy is made of 100 percent raffia, making each piece unique and withstanding the test of time. This also explains the higher price of $150 – a solid investment considering its durability.

The Fornillo Sunhat (photo) is reminiscent of high-quality designs and is made from fine, sustainably produced paper straw

‘This is such a stylish hat! Can be molded into any shape you want – even a cowgirl! I like wearing it. I finally feel cool and protected,” one woman wrote about the design.

“So gap – absolutely live in this hat!” It goes with everything and is super comfortable. I love that it’s tough enough to survive mom life, getting wet and rolled up and stuffed into bags and still looking beautiful every time it’s worn. Love!’ Another added.

A new range of hats is on the horizon and includes the Elena, Jeanne, Sabineand Remi.

Other bestsellers on Avenue are the Kate Tank, Louie Blazer And Josephine Tee.

“We have so much more on the way,” Gabriella said.

‘In a few weeks we will have a knitted set for winter and I’m really happy with it, ‘it’s absolutely stunning!’

You can shop the Avenue range of hats here and basic range here.