Hawke's Bay needs a bit more of a hatmosphere ... and Hatman is here to save us.
Simon Smuts-Kennedy, owner of Hills Hats in Petone, has been on a very, very, visible scoping mission in the region over the past few days.
He's been looking for stylish inspiration in a region of people that he believes need a bit more between their ears.
"It's not just Hawke's Bay that has this problem," he said.
"I meet a lot of people who will see a hat they like, it doesn't suit them so then they instantly give up. People also seem to think hats are for certain occasions and won't wear them all the time.