Growing up on a farm in rural Suffolk, sisters Alice and Rosie never pictured a career in the fashion industry. After they both headed off to uni, they both started working the corporate life in London, and when a jacket made by their mother got a hugely positive response at a wedding, they decided to start Hicks & Brown together.

Whilst originally focused on selling jackets at events, the sisters soon realised that although the jackets weren’t selling out, the hats were a huge hit, selling out every time. This spurred them to pivot to focusing on the hats, and when Kate Middleton was pictured wearing a Hicks & Brown Suffolk fedora in 2020, the brand shot to fame overnight, taking orders from royal fans across the globe. In less than two weeks, sales from the ‘Kate hat’ meant that they had already surpassed their turnover for the previous year.

In this week’s episode of Success Is In The Mind, Oliver Bruce asks, how do you get a fashion brand off the ground with little to no money? How important are big events to brands like Hicks & Brown? Just how powerful is the ‘Kate Effect’, and how did the sisters capitalise on the unexpected opportunity?

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