Sunday Afternoons Marks 30 Years of the Original Adventure Hat™ and 10 Years of Its Technical Successor, the Ultra Adventure Hat

March 16, 2026

-The Southern Oregon brand created the industry’s first neck-cape silhouette and continues to build upon that innovation today-

Ashland, Ore. /ENDURANCE SPORTSWIRE/ – Sunday Afternoons, the Southern Oregon–based, family-owned headwear brand, will mark two significant milestones in 2026: the 30th anniversary of the original Adventure Hat and the 10th anniversary of the Ultra Adventure Hat. Together, these two designs reflect an industry-defining innovation and a brand that continues to lead its evolution more than three decades later.

When the Adventure Hat debuted 30 years ago, it introduced the outdoor industry’s first integrated neck-cape design, setting a new standard for sun protection. By extending coverage to the neck during long days outdoors, the hat created an entirely new category in functional headwear and continues to define both the Sunday Afternoons brand and the headwear industry today.

Sunday Afternoons was founded by Angeline and Robbin Lacy, not in a factory or office, but on the living room floor of their family home. “When people say they started their business in a garage, it’s usually close to the truth,” said Angeline Lacy, co-founder and chief executive officer of Sunday Afternoons. “In our case, it was the living room, cutting fabric by hand and figuring things out as we went.”

The company’s first product was the Adventure Blanket, inspired by Angeline’s desire to create a comfortable, portable space where young children could play while parents enjoyed time outdoors. Robbin shared a complementary vision: to support his family while building something he truly believed in. Together, a creator and a salesman, they named the business Sunday Afternoons, reflecting the time of week most often spent outdoors with family and friends.

As production grew, fabric scraps from blanket manufacturing began to accumulate in the family sewing room. Rather than discard them, the Lacys began experimenting with hat designs, a process that ultimately led to the creation of the Adventure Hat. “As we started designing hats, we were inspired by living and spending time outdoors in Southern Oregon,” said Lacy. “We wanted to create the best possible sun protection so people could stay outside longer and more comfortably.”

Designed to protect one of the most sun-exposed areas of the body, the Adventure Hat’s integrated neck cape changed expectations for what functional headwear could deliver. The design quickly resonated with outdoor enthusiasts and, over time, became widely adopted across the industry. Sunday Afternoons views that influence as confirmation of its role as a category leader. “When we see similar designs elsewhere, we take it as validation of the impact our work has had,” Lacy said. “But leadership isn’t about being first once. It’s about setting the standard and continuing to raise it.”

That philosophy has guided the brand from the beginning. Early sales at arts and crafts fairs allowed the founders to engage directly with customers and refine their designs through real-world use and feedback. “Those conversations shaped everything,” said Lacy. “They helped us improve our products and continue to inform how we design today.”

As the company expanded, Sunday Afternoons established its headquarters in a restored firehouse in Talent, a small town in Southern Oregon. Over time, the founders’ three children, now grown, returned from college and other careers to join the business, ushering in a second generation of leadership. In 2016, the brand introduced the Ultra Adventure Hat, a more technical evolution of the original Adventure Hat. While retaining the iconic neck-cape silhouette, the Ultra Adventure Hat incorporates advanced materials, refined construction, and enhanced comfort, demonstrating how Sunday Afternoons continues to build upon its original innovation to meet modern performance demands.

“We’ve always offered hats for the whole family,” Lacy said. “As we look ahead, we’re being more intentional, focusing on our strongest designs and what we do best: year-round sun protection. Some styles are designed for everyday wear, others for the harshest sun and the longest days outside, but every product has a clear purpose.”

In recent years, the brand’s resilience was tested. The outdoor industry faced widespread disruption during the COVID-19 pandemic, and in 2021, Sunday Afternoons’ headquarters was destroyed in the Almeda Fire that swept

through Oregon’s Rogue Valley. Over the next several years, the company relocated three times. “We didn’t skip a beat,” Lacy said. “We supported our neighbors, donated hats, and continued to serve our customers. In return, our customers and partners stood by us and helped carry the business forward.”

Today, Sunday Afternoons is preparing to move into a new headquarters in Talent, Oregon, scheduled for occupancy this summer, marking a significant next chapter for the family-owned brand.

Thirty years after producing its first hats, Sunday Afternoons remains family-owned and family-run, with multiple generations working side by side. Designed in Southern Oregon and inspired by the region’s diverse landscapes and outdoor culture, the brand’s hats are sold worldwide and built for year-round sun protection across a wide range of outdoor activities.

“Our goal has always been simple,” Lacy said. “From the Adventure Hat to our other styles, everything we design is meant to protect people from the sun so they can focus on the experience.”

SPRING/SUMMER 2026 HIGHLIGHTED STYLES

Adventure Hat

River’s Edge

The iconic Sunday Afternoons Adventure Hat isn’t just a sun hat—it’s the style that started it all. This original silhouette set the standard for full-coverage outdoor hats. With UPF 50+ protection, a 4″ brim, and a 7½” neck cape, it keeps you covered while staying cool and comfortable. Lightweight, packable, and water-resistant, it moves as fast as your day does. Tried, tested, and trusted for three decades and still going strong.

Features

• UPF 50+ sun rating (mesh not rated)

· 33/4″ (9.8 cm) brim and 71/2″ (19.5 cm) neck cape

• Strategic crown ventilation
• bluesign® main body fabric (solids only) and mesh
• Floats in water
• PFAS-free durable water repellent (DWR)
• 100% recycled bluesign wicking sweatband
• Adjustable chinstrap
• Adjustable sizing
• Sizes: S/M, L/XL
• MSRP: $54

Bluestone Canyon Cream Cream Terrain

High Desert

Olive Terrain Quarry Sand

Ultra Adventure Hat

Cascades

The Sunday Afternoons Ultra Adventure Hat is made for full days in the sun. Lightweight and breathable, it delivers UPF 50+ protection with a 3½” brim and 6″ neck cape to keep you covered from every angle. The Reverse Split Brim™ packs flat for effortless travel, while the Sunglass Lock™ keeps your eyewear secure no matter where the day takes

you. Thoughtful ventilation helps you stay cool, and the PFAS-free water-repellent finish stands up to changing conditions. A reliable companion for any outdoor adventure.

Features

• • UPF 50+ sun rating (includes mesh)
  • 31/2″ (9 cm) brim and 6″ (15.5 cm) neck cape
  • bluesign main body fabric and mesh
  • Sunglass Lock keeps glasses in place
  • PFAS-free durable water repellent (DWR)
  • Adjustable chinstrap
• 100% recycled bluesign wicking sweatband
• Adjustable sizing
• Reverse Split Brim packs small and flat
• Patented
• Sizes: S/M, L/XL
• MSRP: $60

Cinder Eucalyptus Hazy Blue Horizon

Moonstone

Pumice Sand Turmeric

About Sunday Afternoons, Inc.

A global leader in technical hats that offer superior protection from the elements, Sunday Afternoons has been redefining what headwear can do for 30 years. Oregon-based and family-owned, the company offers a year-round collection specializing in UPF 50+ sun protection, patented performance technologies, innovative features, classic styling and lightweight materials. Founded in 1992, Sunday Afternoons first launched with the Original Adventure Blanket™, followed by the Original Adventure Hat—initially created from blanket remnants—which today remains one of the most popular styles in the Sunday Afternoons collection. With a global presence, the company is rooted in its love of the outdoors and strives to promote and support natural spaces, wild places and endeavors that celebrate being outside. As part of its sustainability roadmap, Sunday Afternoons has committed to reducing its footprint by 30% by 2030, consistent with SBTi. Deeply committed to responsible design and lower-impact materials wherever

possible, Sunday Afternoons has also transitioned all durable water repellent to PFAS-free. For more information, visit www.sundayafternoons.com.

MEDIA CONTACT:

Emily Petterson emilyp@weinsteinpr.com

+1 (503) 550-8161