About Us

Fedora Primo dates back to the turn of turn of the century. Incorporated in August of 2000 Fedora Primo officially opened, after much trial and error, on November 24, 2000.

We aren't the biggest or oldest in California, but what I hear from many, many customers is that we certainly qualify as a strong contender in the hat world.

We're a darn good place to visit and just hang out. Neighborhood kids and dogs stroll about, the lighting is gentle and we don't do junk. I'm all about good taste and charm. People who travel the world tell me about great hat shops here and there and how we measure up to the best of them.

I didn't have an interest in hats until I picked up a reed (straw) life-guard hat at Sport Chalet and felt centuries of mankind run through that simple hat... I thought "This isn't a 'hat', this is protection, artistry and history right here in my hands."

I got on the net and began to study hats and within a year or so of that experience I opened Fedora Primo. Not much of a business person with no retail experience, little money and a shop on a side street all added up to, "Are you sure?"

People return all of the time to tell me how glad they are that I'm still around and that they had their doubts. People are referred to Fedora Primo from spots around the globe.

Our clientele is a list of celebrities, body builders, models, writers, musicians, and the wildest collection of individuals you could ever meet. Many hats from Fedora Primo show up in magazines, plays, movies, on TV and even the opera!

I love my shop and work most days of the year. What else can I do that's this much fun?

Frank's Details

Hey!! There are two things to remember:

All of our stuff is GUARANTEED FOR LIFE.

You don't like it? RETURN IT! You will receive a full credit, minus shipping. IF we sent you the wrong thing then we pay the shipping too.

No lawyers, no fine print. Period.

I do my best to make the world a happy place, so if you're not happy I'm not either. That leaves two unhappy people and who knows how quick THAT might spread? Could spark a war!

Whether it's handmade in Italy or machine made in China we offer the best quality merchandise for the money. I believe in true value. Otherwise, what's the point? (Back to the happy thing.)

Most advertising sucks, so I rely on word of mouth. Happy people telling other people. Simple.

Our customers travel miles to visit us and visitors from around the world make Fedora Primo one of their "musts" when in town. Why?

Great products, WE KNOW OUR STUFF, a cool ambience by the beach, WE PLAY GREAT MUSIC and have stuff to eat on the counter. (Along with the occasional party, pretty women, handsome men and gorgeous kids of all ages!)

Ain't life grand?!

Frank, Head Guy