Every now and then, a product comes along that changes everything. For Sunday Afternoons, that moment arrived in 2016 with the Ultra Adventure Hat—a hat born from fresh ideas, youthful energy, and a love for outdoor adventure.
The Ultra Adventure Hat disrupted the market much like the next generation reshaped Sunday Afternoons when they returned to the company after years away at college, jobs, and travel. Three family members came back ready to jump in, bringing new perspectives and energy to a brand they had grown up in.
Just when you think the boat is on an even keel, a storm rolls in.
And sometimes, storms are exactly what you need.
For years, Sunday Afternoons had been cruising through relatively calm waters. After the Original Adventure Hat, a lineup of iconic styles—including the Cruiser Hat, Sport Hat, and Charter Hat—found their way into the mainstream. Life was steady. The brand was growing, gaining recognition at home and abroad.
But innovation has always been part of the company’s DNA.
When the younger generation stepped in, the energy inside the company shifted. New ideas began to circulate. Systems were updated. Risks felt worth taking again. There was momentum, curiosity, and a renewed sense of fun. After years of producing customer favorites, the hat line was ready for a refresh.
The year was 2016.
“What would we wear?"
That phrase became the unofficial motto in the design room.
Scraps soon covered the floor as patterns were cut and recut. Prototypes were stitched, then taken apart. Ideas moved quickly between team members as the designs evolved in
real time. Unlike the Original Adventure Hat, which took shape over thoughtful summers at arts and crafts events, this project came together quickly inside the creative studio at Sunday Afternoons.
In just a few weeks, a new hat emerged—modern, streamlined, and built for today’s outdoor lifestyle.
The Ultra Adventure Hat was born.
Thoughtful updates enhanced the design while staying true to the brand’s commitment to sun protection. The neck cape was slightly shorter for a lighter feel, and the brim remained protective while becoming more streamlined. A sunglass lock kept eyewear secure, the brim folded easily for packing, and the fit was slimmer with a contemporary silhouette.
It didn’t take long for the Ultra Adventure Hat to find its audience—joining trail runs, mountain hikes, sailing trips, and everyday outdoor adventures.
The name felt natural: the Ultra Adventure Hat, designed to stand alongside its trusted older sibling, the Original Adventure Hat. The original remained beloved for its dependable protection and timeless design.
Today, both hats have devoted followings. Each serves a different style of adventurer, and each represents the spirit of innovation that continues to define Sunday Afternoons.
The Original Adventure Hat set the standard.
The Ultra Adventure Hat pushed it forward.
For now, the Ultra Adventure Hat leads the way…and the next innovation is already
stirring.
