Fueling the Fire | 25 Years of Coal Headwear

Coal has been in the trenches of the hat game through thick and thin, not just catering to current trends but actively helping to shape them. From slouchy, oversized prophylactic-esque 00s offerings to strictly above-the-ears sailor-style eenie-weenie-beanies when the hipster aesthetic was the order of the day, to today, where the Pearl Fuzzy Knit takes the modern skull fit to the next level. 

Way back in 2002, ex-pro rider Brad Scheuffele saw a gap in the market. The outdoor industry and headwear existed in a stalemate, with brands seeing hats as an afterthought, an add-on, ever the olive but never the martini. An amuse-bouche in a veritable smorgasbord of products. Brad wanted to change that; his crew had been hand-knitting and crocheting beanies that fit their individual styles, which were extensions of their personalities rather than just something to cover up their helmet hair, and with a ball of yarn and a dream, Brad turned his hobby into the brand we know as Coal Headwear a quarter of a century later. 

Coal developed organically; the goal was never growth for the sake of growth; it was to channel creativity and passion to build a company that was authentic and products that were well made and fit for purpose. Putting some real emphasis on the ‘R’ in R&D, Coal wiped the slate clean and examined what actually made a good piece of headwear for snowboarders, not just what would suffice. The rider refinement and attention to detail allowed Coal to stand out from the crowd instantly, and it was obvious this was a brand that lived and breathed snowboarding and the outdoors.

They say ‘a simple thing done well is hard to beat,’ and the proof is in the pudding with The Uniform Beanie. A staple in the Coal line since the beginning and the perfect example of the attention to detail and thoughtful design that keep people loyally rocking Coal year after year. Identifiable a mile off thanks to its recognisable shape and the iconic patch logo, rocking The Uniform is a subtle sartorial marker that distinguishes you as an outdoorsy person (perhaps that’s why it’s called The Uniform…), or maybe it just means you appreciate high-quality build, premium recycled ingredients and refined construction- who knows? 

Knitted hats may have been Coal’s launchpad, the springboard with which they catapulted onto the scene, and looking at their product mix now, it’s clear they’ve stayed true to their roots, but they’ve also taken care to plant seeds that have grown into a lush arboretum of awesomeness over the years. 

Take the TR Merino Balaclava, for instance. Travis Rice rides in some of the most unforgiving places on earth, and when he does, he needs to know every piece of his kit is more than just usable; it has to be a cut above. Made with premium Merino wool, because while synthetic fibres can be good, Merino is the reason they’re trying so hard. It’s the rider’s choice of next-to-skin materials thanks to its excellent temperature regulation properties, über-cosy feel, odour-resistant nature and next-level breathability. Coal’s signature hinge construction allows for it to be worn however the conditions demand: more coverage when Mother Nature’s throwing a tantrum, but easily adjusted out of the way when you’re huffing and puffing on the skin track trying to eat a protein bar. As Travis says, “Gear is only good if it disappears. It’s got to work so well you forget it’s there.”

Coal’s ‘look good, feel good, do good’ ethos is doubtless why their pro athlete team reads like a who’s who of snowboarding. Turns out, people actively want to get on board with a brand when it nestles snugly into the intersection of the style, culture and function Venn Diagram. 

“It’s not all Olympic dreamers either; snowboarding’s a huge spectrum, and the Coal team reps every facet.”

It’s not all Olympic dreamers either; snowboarding’s a huge spectrum, and the Coal team reps every facet. If we sat here and tried to split hairs to mention some ‘notable’ team members, we’d be here all day. And that’s the point: Coal’s pro team is a mirror held up to snowboarding in its entirety. You’ve got superstar comp riders, video part standouts, backcountry legends, rail destroyers, up-and-comers, veterans, bastions of the community… There is no cut-and-paste formula for Coal ambassadors, but they all have one thing in common– they’re ten toes down for products that elevate the experience and a company that believes in what it’s doing beyond turning a profit. 

The same open-armed principles carry through their product offering. Coal knows no two heads are the same, so they eschew the one-size-fits-all rhetoric that we see way too often and instead hit the drawing board to expand into multiple different categories. Rather than the archaic men’s and women’s split, Coal’s line is unisex, instead focusing on sizes, silhouettes, fits and styles. There’s no one-size-fits-all snowboarder, so why should their hat be any different? In fact, Coal invested so heavily in the ‘something for everyone’ mantra and developed such a quality kids’ line that the youth version of their Ridge Hood actually became their best seller. No mean feat for an audience that most likely has to save up their allowance or complete their chore chart to get their hands on a product. 

Their women’s offering and team are equally as impressive. Gender parity in snowboarding isn’t where we want it to be just yet, but with brands like Coal putting their money where their mouth is, we’re certainly heading in the right direction. And rather than asking for a pat on the back for posting on International Women’s Day and having a token girl rock their product, they partnered with one of their many female team riders, Jess Kimura, to support her Uninvited Project, which provides visibility, opportunities and a much-needed platform for women in snowboarding.

Coals’ commitment to the snowboard community goes beyond performative social media posts and marketing spiel; they’re active participants in the scene and support the culture, from the grassroots all the way to the global stage. A title sponsor of Chris Grenier’s Bomb Hole podcast, working with B4BC (Boarding For Breast Cancer) and collabing with POW (Protect Our Winters) are just some of the ways they’re entwined with the snowboarding community and the causes that are intrinsic to it. 

The crew at Coal know that thoughtful design goes way past how a product looks; it starts with a commitment to responsible manufacturing, trickles down a conscious supply chain and permeates every aspect of your business, from eco-friendly packaging to ensuring all factory partners are compliant with ethical practices. And while you won’t be able to feel that the fibres in your beanie or the buckle on your cap are made of recycled materials, you’ll be able to feel good knowing that they are. 

So, regardless of what you call your hat, what styles you like to rock or what adventures your trusty headgear joins you on, I think it’s fair to say that a good hat wears many hats (pun absolutely intended). It’s not just something that keeps your head warm, or just keeps the sun out of your eyes, or just covers up your receding hairline. Hats are born for adventure and worn everywhere, and you can be sure that your Coal Headwear product won’t leave you hanging wherever you take it next.