Simon and Mary, the heritage hat brand for a new generation, launches the accessory of the season just in time for summer. Leaning into their ‘Made in Johannesburg’ ethos, they’ve collaborated with a small business operating in Alexandra called Siyathunga to handcraft a colourful capsule collection of crocheted bucket hats with purpose.

Since 2014, Simon and Mary’s good friends at Streamlight have been working closely with the Ponelopele Drop In Centre in Alexandra’s Far East Bank that provides daily meals and shelter to children in the surrounding community. Streamlight introduced Simon and Mary to the organisation and through their interaction they came to hear about Siyathunga run by Ntombizodwa Makondo. When purchasing a bucket hat on the Simon and Mary online shop there’s a donation link to help Ponelopele continue their crucial work.

The crocheted bucket hats come in six colourways and various patterns from fresh white to bright orange. The colours inspired a youthful and joyful campaign that sees the hats on freckled faces on a frolic through a sunshiny meadow. The soft, foldable hats are the most comfortable trend this season, and Simon and Mary hope to continue to make them throughout the year to further support Siyathunga and the women they employ.

Illustrations by Pip Tully (Agency: Jana and Koos) add to the playful images, and a giant paper daisy made by props stylist Carin Smith heightens nineties nostalgia. Fellow local brands and young designers joined the party as sourced and styled by Masego Morgan, namely Good Good Good, HeySous, Emelia Dorcas and Artho Eksteen.