VASUMA and SoonNoon Launch Limited-Edition Collector's Box

Born from a long-standing friendship, VASUMA x SoonNoon brings together two Stockholm brands connected by craftsmanship, creativity, music and a shared attention to detail.

At the heart of the collaboration are two objects with a natural connection. A hat and a pair of sunglasses. Different in craft and character, yet both created to face the sun and both with the ability to transform the way a look feels.

VASUMA x SOONNOON

The collaboration brings together SoonNoon's approach to traditional hat making with Vasuma's 20+ years of experience in eyewear. At its core is a shared appreciation for craftsmanship, materials and the small details that give an object its character. Music provides another natural connection. For Vasuma, it has been part of the brand's identity from the beginning, while SoonNoon's wider interest in music also carries references to country and Western culture, naturally connected to the world of hat making. Together with a long-standing friendship and mutual respect for each other's work, these shared influences created a natural starting point for making something together.

The visual idea behind the collaboration plays with the notion of the Urban Cowboy. The open landscape is replaced by the city, where concrete, glass and contemporary architecture meet the unmistakable character of the cowboy hat. Rather than dressing as a cowboy, it is about taking an object with a strong identity and making it part of a modern urban wardrobe. A contrast that also reflects the collaboration itself: two different crafts and expressions brought together by a shared purpose.

Taking the cowboy out of the open landscape and into the city, where felt meets concrete and a familiar silhouette finds a new place under the sun.

The Collector's Box

At the centre of the collaboration is an exclusive collector's box bringing together Road Dust, a handcrafted felt cowboy hat by SoonNoon, and Amber Haze, a pair of navigator sunglasses by Vasuma.

Road Dust is handcrafted from 100% warm beige rabbit felt with a smooth pounced finish and a dark brown cotton band around the crown. Inside, a genuine leather sweatband is paired with a custom Limited Edition satin liner. Bespoke details continue throughout, from SoonNoon's signature time logo stitching to a hand-polished brass toothpick, individually finished for each hat. As a result of the handmade process, subtle variations occur from piece to piece, giving each hat its own individual character.

Amber Haze features a gold metal front with a squared lens shape, paired with Italian Mazzucchelli acetate temples in Havana and brown gradient sun lenses. Custom details developed for the collaboration are incorporated throughout the frame, including engravings on the nose pads and temple tips. The sunglasses are finished with a black vegan leather case and a custom VASUMA × SoonNoon cleaning cloth.

The attention to detail continues throughout the collector's box. From materials and colour combinations to custom engravings, the hand-polished toothpick and the carefully considered presentation, every element has been treated as part of the same project. The result is two individual pieces designed to work together, brought together in one collector's box.

FROM VASUMA

"We've known about SoonNoon for quite some time. We've attended their workshops, worn their hats ourselves and always had a lot of respect for what Jonathan and Sandra do. There's a real knowledge of materials and an attention to detail in their work that we appreciate."

"We also genuinely love what a great hat can do to a look. There's something about putting on a beautifully made hat that can completely change how an outfit feels, and we obviously believe a great pair of sunglasses can do exactly the same thing. So bringing the two together felt very natural."

"What made the project especially fun was being able to get involved in every part of it, from the hat and sunglasses down to the packaging and smallest details. It gave us the opportunity to really dig into the craft and create something that feels considered from the moment you open the box. We're incredibly proud of the result and genuinely feel we've created a collector's piece."

Jan Vana, Creative Director & Co-Founder, Vasuma

FROM SOONNOON

"For us, a hat has always been about more than just protecting you from the sun. Of course, it gives you shade, but putting on a really good hat can change how you feel. You feel a bit more confident, relaxed, maybe even a little more free. That's something we really believe in at SoonNoon: following the sun, getting outside, taking the long way and finding your own path. So when we started talking to Vasuma, it felt like there was a very natural connection between what we do. A great pair of sunglasses can give you that same feeling – not just shielding you from the sun, but becoming part of how you see and move through the world."

"We've also loved what Vasuma has been doing for a long time. They have such a strong connection to Stockholm's music and creative scene, and that really resonates with us. Music is a huge part of SoonNoon too. We pretty much have a soundtrack to everything we do, whether we're working with musicians, sending hats to artists we love or just hanging out in the studio. So that shared connection was definitely a big part of why this collaboration felt right."

"What was really exciting about this project was how involved we both got in the actual making of everything. We didn't want to just make a hat and a pair of glasses and put them in the same box. We worked closely together on both pieces, from the shapes and materials to all the little details and the packaging. There was a lot of back and forth, a lot of ideas and, honestly, a lot of fun along the way."

"We learned a lot from each other and we're really proud of what came out of it. It feels like a genuine meeting of SoonNoon and Vasuma, and hopefully it's something people will enjoy wearing as much as we enjoyed making it."

Jonathan & Sandra Kopylov Stadelmann, Co. Founders & Hatmakers, SoonNoon