Hong Kong newcomer fashion label Tosen Caps (www.tosencaps.com) designs and crafts stylish headwear that turns heads. Its founder Jordan approached Envary in 2015, emphasising the idea of making high-end leather-made baseball caps that sharply amplify street couture and chic urban fashion styles.


At this point it was challenging to find stylish unisex headwear that would stylishly suit smart casual and sport-lux fashion looks. Envary supported the Hong Kong startup from scratch, assisting in aspects such as strategising a profitable business model, also drafting a feasible launch roadmap and compelling product portfolio, which considered various price positions and quality levels. Envary then tackled the creative development of the label’s new brand identity (incl. positioning, logo, brand DNA, packaging, hangtags, photography) and soon transitioned into the product design development of the 10x baseball caps, artfully creating contrasting material-texture compositions of the 6-panel + visor cap construction. The actual hero feature of the cap are the vivid graphical patterns for the cap’s exquisitely hemmed silk linings, that Envary evolved in many weeks of design work, eventually printing the ultra-fine patterns with a European silk printing expert.


In total we spend more than 14 months with the team to build a working supply chain of the more than 20 different assembly parts such as custom manufactured visor, buckle, sweatbands and closure strap as well as finding suitable tanneries in France and Italy, able to supply smaller quantities of their highest grade Nappa leathers for the construction of the caps’ 6 panels. The latter was a challenge itself due to the delicate characteristics of lamb Nappa leather and the pliability requirements for making curved surfaces without creases. Making a stylish fashion accessory meant we were required to develop a range of somewhat common yet distinctive colors as well as a few more extravagant hues that would combine stylishly with various fashion looks.


The bar was raised high based on the high-end expectations of Tosen’s product philosophy, yet Envary ventured into this quest hand-in-hand with the startup founder, empowering Tosen to develop a cutting-edge product line and brand setup, which was finally launched September 2016.


Besides product packaging and collaterals, Envary also developed Tosen’s e-commerce platform, including the creative direction, graphic design, product photography and web development. Aiming for unique shopping experience and compelling product presentation, plenty of work had to be done. Read more about this in the other Envary portfolio features.


Visit Tosen’s online shop at: https://www.tosencaps.com


Envary supported the client in these areas:

  • Brand Positioning
  • Business Implementation Strategy
  • Brand & Product Identity
  • Product Design & CMF Development
  • Packaging Design
  • Graphical pattern Development
  • Material / Parts Sourcing
  • Design-for-Manufacturing
  • E-commerce