Wirth Hats
Wirth Hats is a Vancouver-based social venture that designs, manufactures, and sells handcrafted hats and apparel, directing $10 per hat plus all profits to fund free therapy through the Wirth Foundation. The brand serves mental health advocates via DTC e-commerce, corporate gifting, and artist collaborations across 25+ countries.
- Company typePrivate
- Founded2014
- HeadquartersVancouver, Canada
- Headcount1–10
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Wirth Hats does
Wirth Hats is a Vancouver-based social venture originally founded in 2014 and reintroduced in 2018 by Ben Miller in memory of Jakob Wirth and Philipp Altenburg. The company designs, manufactures, and sells hats and apparel with the explicit purpose of funding free therapy — $10 from every hat plus all profits are directed to the Wirth Foundation, a registered charity created in 2023. As of mid-2026, the foundation has sponsored more than 10,000 therapy sessions, which functions as both a measurable social outcome and the brand's primary marketing asset.
The core product line is handcrafted in Vancouver, BC — one of the last local headwear suppliers — and includes standard hats at $48, crewnecks at $54, t-shirts at $41, beanies ranging from $26 to $37, stickers at $8 to $11, and gift cards. Distribution is direct-to-consumer via a Shopify storefront, supplemented by B2B corporate gifting (with named customers including Visier and Jane App) and donations. The company ships to 25+ countries and runs a community ecosystem built around 15+ artist collaborations and impact storytelling (the Wirth Story video has surpassed 200,000 views).
The revenue model is unit-economics-led rather than subscription or contract-based, with $20 per hat in manufacturing, $4 in packaging, $10 routed to the Wirth Foundation, and ~$20 in overhead. The operation is structurally lean: there are no full-time employees, with 5 listed contributors operating on a volunteer basis. This cost structure allows the full profit pool to flow to therapy funding but also caps the rate at which the venture can scale without capital or headcount additions.
Wirth Hats firmographics
Firmographics- Name
- Wirth Hats
- Legal name
- WIRTH Hats
- Website
- https://wirthhats.com
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Wirth Hats is a Vancouver-based social venture that designs, manufactures, and sells handcrafted hats and apparel, directing $10 per hat plus all profits to fund free therapy through the Wirth Foundation. The brand serves mental health advocates via DTC e-commerce, corporate gifting, and artist collaborations across 25+ countries.
- Ownership category
- akta.pro rank
Wirth Hats industry classification
Industry- Product category
- Headwear and Apparel
- NAICS
- Cut and Sew Apparel Contractors (315210)
- SIC
- Retail-Apparel & Accessory Stores (5600), Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300)
- akta.pro primary industry
- Hats, Caps & Headwear (CRAAAJAE)
- akta.pro secondary industry
- Headwear Manufacturing (Hats/Caps/Beanies) (IMAOAFAA)
Keywords
Where Wirth Hats is headquartered
LocationHeadquarters
- HQ city
- Vancouver
- HQ country
- Canada
- HQ region
- North America
Offices2 records
Markets served
Wirth Hats business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Operations, Marketing or Sales, Personnel, Supply Chain, Technology or R&D
Revenue model
- Hat Sales: Primary revenue stream from the sale of hats ($48 per hat). $10 from each hat is allocated to Wirth Foundation for therapy funding, with approximately $6 profit per hat after manufacturing ($20), packaging ($4), and overhead ($20).
- Apparel Sales: Sale of apparel including crewnecks ($54-$77), t-shirts ($41), and beanies ($26-$37).
- Accessories & Stickers: Sale of sticker packs ($11) and gift cards ($21.84) as lower-priced entry points.
- B2B / Corporate Gifting: Custom branded hats sold in bulk to corporate clients for employee recognition, events, and corporate gifting programs.
- Donations to Wirth Foundation: Donations received by Wirth Foundation (a registered charity) to fund therapy sessions. A $90 donation supports one 60-minute therapy session.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Hats |
| Unit Pricing | Pay-as-you-go | Apparel - Crewnecks |
| Unit Pricing | Pay-as-you-go | Apparel - Beanies |
| Unit Pricing | Pay-as-you-go | Stickers |
| Unit Pricing | Pay-as-you-go | Gift Cards |
| Unit Pricing | Pay-as-you-go | Warehouse Sale / Archive |
| Unit Pricing | Pay-as-you-go | Therapy Session Donation |
Go-to-market motion4 records
Distribution channels5 records
Marketing channels8 records
Wirth Hats product offering
Product offeringCore offering
Wirth Hats designs, manufactures, and sells premium locally-made hats, apparel, and accessories, with $10 from every hat plus 100% of company profits funding free therapy sessions through the affiliated Wirth Foundation. The portfolio spans $48 hats, $26–$37 beanies, $54 crewnecks, $41 t-shirts, $8–$11 stickers, and digital gift cards, sold direct-to-consumer globally and to corporate clients through a custom-branded B2B gifting program.
Product overview
Wirth Hats is a social venture offering a focused product portfolio centered on headwear and apparel, with mental health advocacy as its core mission. The product line consists primarily of hats (structured and unstructured caps, dad hats, run hats, beanies) priced at $48 for standard hats, along with beanies ($26-$37), apparel (crewnecks at $54, t-shirts at $41), stickers ($8-$11), and gift cards. A key differentiator is the company's social impact model: $10 from every hat plus all profits fund free therapy sessions through Wirth Foundation. Products are manufactured in Vancouver, Canada with emphasis on quality craftsmanship and signature details like the unique imperfection stitch. The company also offers custom B2B corporate gifting programs for businesses wanting purpose-driven merchandise. Recent expansions include collaborations with First Session (therapist matching) and It's Complicated (Europe mental health services).
Differentiator
Problem solved
Functional benefit
Products and services
- Wirth Wordmark Hat $48 premium locally-made hat featuring the Wirth wordmark, part of the core headwear line for individual consumers worldwide.
- Wirth Run Hat $48 runner-style premium hat in the Wirth headwear line for individual consumers.
- I Went Outside Hat $48 premium hat in the Wirth headwear line themed around getting outdoors and supporting mental health.
- Flowers Hat in Olive $48 premium hat in the Wirth headwear line, floral design in olive colorway.
- The Wirth Hat $48 signature premium hat in the Wirth headwear line.
- W Hat in Clay $48 premium hat in the Wirth headwear line in clay colorway.
- First Session Hat $48 premium hat themed around starting therapy, part of the Wirth headwear line for individual consumers.
- In Therapy Hat 2.0 Updated version of the brand's flagship In Therapy Hat, part of the Wirth premium headwear line.
- Going Places Run Hat $48 runner-style premium hat in the Wirth headwear line, themed around progress and movement.
- Boundaries Are Sexy Hat $48 premium hat in the Wirth headwear line themed around setting healthy boundaries.
- Making Headlines Cap $48 premium cap in the Wirth headwear line.
- Doc's Heritage Hat Premium heritage-style hat in the Wirth headwear line.
- W Beanie in Fern $37 premium beanie in the Wirth knitwear line, fern colorway.
- W Beanie in Cloud $26 premium beanie in the Wirth knitwear line, cloud colorway.
- Wordmark Crewneck $54 (sale, down from $77 regular) premium crewneck sweatshirt featuring the Wirth wordmark, locally made in Vancouver.
- Homies Tee $41 premium t-shirt in the Wirth apparel line.
- Homies Sticker Pack $11 sticker pack accessory in the Wirth merchandise line.
- Homies x Courtney Caroline Sticker $8 limited-edition collaboration sticker accessory in the Wirth merchandise line.
- Wirth Gift Card $21.84 digital gift card redeemable across the Wirth Hats product range, used for personal gifting.
- Wirth Corporate Gifting & Partnerships Program B2B service offering custom-branded hats sold in bulk to corporate clients for employee recognition, wellness programs, events, and corporate gifting initiatives.
Quantifiable outcome
- 10,000+ therapy sessions sponsored to date
- +2 more outcomes
Companies that use Wirth Hats
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles2 records
Wirth Hats technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration5 records
Wirth Hats partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered core and minor.
- It's ComplicatedcorePartnership with It's Complicated, an organization helping individuals find the right therapist offering in-person and online counselling in more than 60 languages. Wirth is extending its mental health impact into Europe, connecting more people across Europe with accessible therapy support.
- Full PunchminorAdvertising agency Full Punch collaborated with Wirth Hats on the Hotline Hat, featuring the Canadian mental wellness hotline number prominently. The unconventional design uses green (mental health awareness) and yellow (optimism) to grab attention and provide a mental health resource.
- TELUS Health MyCarecoreTELUS Health MyCare provides virtual counselling to Canadians. Proceeds from Wirth Hat sales fund the Wirth Counselling Fund, which covers counselling costs for individuals who cannot afford it. Sessions are accessible via the TELUS Health MyCare app.
- First SessioncoreCollaboration on the First Session Hat - a limited-edition Wirth x First Session original. First Session helps people find the right therapist through real human connection. 100% of proceeds from these hats go to the Wirth Foundation.
- Ollie QuinnminorSummer pop-up retail partnership at Ollie Quinn's Commercial Drive location in Vancouver. Wirth hats, tees, and accessories sold in person, with proceeds supporting increased access to mental health care.
- Parr Business Lawminor1% For Wirth initiative: Parr Business Law donates 1% of its annual business profits to the Wirth Foundation to support accessible mental health services.
- Metro Vancouver Parks FoundationminorCo-host of Wirthwhile Wednesday Season 2 Episode 1 at Acadia Beach. All event proceeds split between Wirth Counselling Fund and Metro Vancouver Parks Foundation.
- Cold Plunge CrewminorCollaborator on Wirthwhile Wednesday Season 2 Episode 1 (Oceans, Saunas, and Sunsets event). Cold Plunge Crew led breathwork sessions and cold plunging activities.
- Visier Inc.minorCorporate team day gifting partnership. 500+ employees received custom Wirth x Visier hats at a Grouse Mountain event. Wirth engaged with the team to share its story and mission.
- Jane AppminorWirth co-founder Ben Miller delivered a Wirth Talk to 300+ Jane App employees, followed by 300 custom Wirth x Jane App hats inspired by the In Therapy collection for employee recognition.
- Big Hugs StudiominorCollaborator on The Long Winter mini-series, a content series exploring mental health during the long winters of the Pacific Northwest. Features Wirth community members sharing their self-care rituals and practices.
Scale indicators8 records
Recent moves6 records
Expansion highlights4 records
Wirth Hats competitors and assessment
Company assessmentDirect peers
- Stüssy: Headwear and apparel streetwear brand with strong lifestyle positioning. Comparable to Wirth on the headwear-led product mix and cultural/community-driven brand identity.
- TOMS: Iconic one-for-one giving model brand that ties product purchases to charitable impact. Comparable to Wirth in using apparel/footwear as the funding vehicle for a mission-driven social program.
- Herschel Supply Co. Vancouver-based lifestyle brand known for backpacks, headwear, and apparel with a strong design-led, locally rooted identity. Most directly comparable to Wirth on geography, product mix (caps, beanies, apparel), and premium DTC positioning.
- Bombas: Purpose-driven apparel brand with a one-for-one donation model built around a specific social cause. Closest peer to Wirth on the giving-back mechanic and the way it uses a physical product to fund a tangible social outcome.
Broad incumbents
- Patagonia: Established purpose-driven apparel incumbent with environmental and social mission at its core. Comparable to Wirth on mission-led brand building, though at vastly larger scale and across broader product categories.
- New Era Cap: Global headwear leader and incumbent in the caps and headwear category. Comparable to Wirth as a headwear-first brand, though operating at vastly larger scale across sports, fashion, and licensing channels.
Others
- Featherweight: Mental health-focused digital platform and content/media brand targeting workplace mental wellness. Comparable to Wirth as a thematic peer operating in the same mental health advocacy and education space, though via a different delivery model.
- Headspace: Mental health and meditation brand with strong consumer advocacy and employer partnerships. Comparable to Wirth thematically on mission (expanding access to mental health support) and via shared corporate mental health buyer overlap.
Emerging players
- Yellow Owl Workshop: Small-batch, design-led accessories and lifestyle brand with a focus on community and giving-back programs. Comparable to Wirth on the small-scale, locally produced, purpose-driven accessories positioning.
- Cotopaxi: Purpose-driven outdoor and lifestyle brand with a Delivering Happiness Foundation and B-Corp positioning. Comparable to Wirth as a mission-led apparel brand using product sales to fund social impact programs.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Wirth Hats social profiles
Digital presenceWirth Hats financial estimates
Financial estimateRevenue estimate
Valuation estimate
Wirth Hats leadership team
Management profileNumber of profiles
Profiles1 record
Wirth Hats subsidiaries and ownership
Company hierarchySubsidiaries1 record
Wirth Hats funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Wirth Hats M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Wirth Hats
What does Wirth Hats do?
Wirth Hats designs, manufactures, and sells premium locally-made hats, apparel, and accessories, with $10 from every hat plus 100% of company profits funding free therapy sessions through the affiliated Wirth Foundation. The portfolio spans $48 hats, $26–$37 beanies, $54 crewnecks, $41 t-shirts, $8–$11 stickers, and digital gift cards, sold direct-to-consumer globally and to corporate clients through a custom-branded B2B gifting program.
Is Wirth Hats a public or private company?
Wirth Hats is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Wirth Hats founded?
Wirth Hats was founded in 2014. It employs 1 to 10 people.
Where is Wirth Hats based?
Wirth Hats is headquartered in Vancouver, Canada, in the North America region.
How does Wirth Hats make money?
Five revenue lines are on record. Hat Sales are the primary driver. The others are apparel Sales, accessories & Stickers, B2B / Corporate Gifting and donations to Wirth Foundation.
Who are Wirth Hats's main competitors?
Direct peers on record are Stüssy, TOMS, Herschel Supply Co. and Bombas. Broad incumbents are Patagonia and New Era Cap. Others are Featherweight and Headspace. Emerging players are Yellow Owl Workshop and Cotopaxi.
Does Wirth Hats have an API?
No public API is recorded for Wirth Hats.
What industry is Wirth Hats in?
Wirth Hats's product category is Headwear and Apparel. Its primary akta.pro industry code is CRAAAJAE, Hats, Caps & Headwear, with a secondary code of IMAOAFAA, Headwear Manufacturing (Hats/Caps/Beanies). Its NAICS code is 315210 and its SIC code is 5600.