Old Money Hats

The old money aesthetic is a TikTok genre that began as early as 2021, took off in the summer of 2023, and has collected more than 2.5 billion views under #oldmoneyaesthetic. Know Your Meme files it alongside the name Quiet Luxury, and many credit HBO's Succession and nepo-baby style icons for the look: tweed, loafers, linen, polo shirts, and a summer home in the Hamptons or Nantucket. The jokes about it usually point at the same thing, which is how many people want the look without the trust fund to match. One writer called it class cosplay, where privilege is reduced to a Pinterest board. These old money hats work both sides of that. Two plain badges, OLD MONEY and QUIET LUXURY, are for people who sincerely love the aesthetic. The sentence designs are for the bit: the family crest that is a coupon, the wardrobe built for sailing by someone who has never sailed, the loafers with no socks and no savings. A forum thread on the subject even notes that real old money wears things to shreds and resoles its shoes, so a hat that has been through a few summers fits right in. OLD MONEY (MOSTLY PENNIES) and MY ANCESTORS WERE PEASANTS BUT I SUMMER each come in a second colorway. Every design is custom embroidered on an unstructured dad hat, ready to wear to the country club or to the grocery store.