This hat changed my life. ⚡️

A couple of weeks ago, I received a message from a Gentleman, stating that he was going to be wearing one of our Fedoras to the Latino Film festival here in Houston, and for the premiere of his new documentary, American sons. He asked if he could stop by for a visit, during his short stay while in the city and of course I obliged. After doing a little research on his upcoming project, and visiting his social media, I was pleasantly surprised to see how much he had indeed been rocking his S-Gents Fedora. And so, I was eager to meet the artist himself, and learn more about what he was up to.

Andrew Gonzales arrived promptly to our office at 11am. And I must say, I was quite surprised by how well put together he was. He walked through the door with his favorite Naked Fedora in Olive Green, stylishly paired with a patterned knit polo, dark wash jeans, and a pair of classy wingtip boots. We formally introduced ourselves, and I immediately complimented him on his outfit and how well the hat fits his face and personal style. And to my surprise he quickly responded… "This hat changed my life”. I was instantly taken aback by those words. In all my years of creating products, styling, and shooting content for the brand, I had come across a ton of wonderful compliments from friends & customers. But no one had ever said something so powerful and compelling. 

Nonetheless, I was eager to learn more about his journey as a filmmaker, and hearing more about this new project. Like many of us, Andrew had other aspirations in his younger years. His initial goal was to become a musician, and here he picked up cinematography, learning how to film and direct music videos. In 2016, he had the privilege of covering a Native American protest in North Dakota. "This was a pivotal moment in my career, because I learned how to be discerning in my beliefs. Corrupt people will be present on all sides of any argument, and so you have to dig deeper to find the true story. Because what matters most, is uncovering the real issues, in a way that can create change in humanity and for the betterment of us all.”

In Andrew’s own words, becoming a filmmaker is a grueling process, one that's extremely time consuming, and filled with mental challenges as well as financial strife. "I used to think that I wasn’t the type of person that could do this job. I always thought becoming a director was for someone else, and that I wasn’t good enough.” But after years of practice, manifestation, and visualization, Andrew realized that it was indeed possible; to change one’s self to become the person that wills their desires into action, and eventually reality.

“I started focusing on improving my style and really wanted to include a Fedora in my arsenal. Once I found the Southern Gents website, the hat spoke to me. The design, the photography, and everything about the presentation, I knew immediately that this is what I’d been looking for. Once I put the hat on, it changed who I was. Strangers would approach me and talk to me, and it wasn’t just like 'nice hat'. People would come and try to connect with me, and we would start joking, and having deeper conversations. I don’t have to work the room anymore, I just walk in, and people notice me. It’s made me realized that dressing well is not just about the hat or what I'm wearing, but an embodiment of my character."

Last year, and after 7 years of grueling work, Andrew concluded his biggest project to date, American Sons, which premiered for a private showing at SXSW this past week, and will also be premiering on a PBS special later this Fall. The documentary uncovers real life footage from  Cpl J.V. Villareal, A 22 yr old U.S. Marine from San Antonio, Texas, whose deployment to Afghanistan in 2010, brilliantly captures the chilling reality of war, and hardships these young men are forced to face during and after their time of service.

“American Sons, is a story of brotherhood, mental health, and unconditional love for one another, at the lowest depths of humanity. This country is made up of people from different races and all walks of life, and we need to recognize those that are willing to give their lives for it, and know what these people look like.” said Gonzales. “This project is special to me, because it showcases everything that our veterans are going through, without having to campaign about it by themselves. I really hope it's the start of something that changes veteran communities forever. ”

Andrew’s passion & commitment to telling the stories of struggling and fallen soldiers alike, while persevering to overcome his own challenges of achieving mastery in face of self-doubt, is the true embodiment of a Southern Gent. Because our shot at creating the world we long to live in, is hidden in the quest of becoming the very best version of our individual selves. As the saying goes...real change...begins with the man in the mirror. 

Sincerely,

F. Lawson

Creative Director

View the trailer to Andrew’s newest documentary, American Sons, premiering this Fall on PBS below. You may also subscribe to the American Sons newsletter to stay tuned with upcoming news and official release.

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