London Lids
Custom caps, made in Auckland

Your idea.
London's hands.
One hat nobody else has.

Tell London what you want on a cap and she designs it. Or build it yourself in the designer. You see a preview before anything is printed, then it turns up in the post.

Get a hat How it works
Hi, I'm LondonMy parents said we can get a cat if I pay for it. They think that's the end of the conversation. It is not. This summer I'm buying a Maine Coon, and they can't say no, because they said it. I had savings, until they found out I was reusing the same tooth for the tooth fairy. So now I sell hats.
London's cat fund. Parents not contributing.

Every hat gets London closer to a Maine Coon her parents didn't plan on, and one hat further from "borrowing" $5 notes from Mum's purse.

0of 50 hats
0 hats
  1. 10Mum's purse is safe
  2. 25Parents start to worry
  3. 50Cat acquired. Parents regret everything
A young London crouched behind a huge cream Maine Coon lying on a deck
Exhibit A I met this one at an Airbnb years ago and fell in love on the spot. He was bigger than me. He was not interested. I have thought about him ever since. This summer I'm getting my own.
How it works

How it works.

1

Order

Brief London in a sentence, or build it yourself in the designer.

2

London designs it

She sends you a preview of the finished hat within a few days.

3

You approve

Changes are free. Nothing is printed until you say yes.

4

Hat arrives

3 to 4 weeks after approval. London packs every order herself and posts it anywhere in NZ for $7.

Get your hat

Tell London, or build it yourself

Most people have a rough idea and no time. That's fine. London has the ideas and, until school goes back, the time.

Tell London what you want

A nickname, an in-joke, your dog, a band, a colour you like. One sentence is enough. She'll mock it up and send a preview before anything is printed.

If you'd rather London surprise you, write "surprise me" and give her one clue.

You pay at checkout. London sends a preview before anything is printed.

Rupert's Fan Club design with a sausage dog

"Can you do something with a sausage dog" became this. Your brief can be that short.

London at the laptop, laying out a sun, palm tree and the name Frank for a cap
Every design starts here. Yes, that is Canva. Yes, she is better at it than you.
Made by London. Actually.

Not a template. Not an app. A kid with a laptop and opinions.

Round one was the summer of 2024. London did every design and placed every order herself. It was also the first time she had used a computer, so the learning curve was steep and the cursor took a while to find. 24 hats later, she had it.

Round two works the same way. London reads your brief, picks the font, draws or finds the picture, and lays it all out herself. Then it goes to the printer, then it comes back, then she checks it, then she packs it and takes it to the post shop. Dad's job is to not touch anything.

London wearing a tan cap with a sun, the word London and a palm tree, peak pulled down
She had to do a few test hats for herself first. Research.

Price

$40

One custom cap

  • Black, tan or white cap
  • Your words and one picture
  • Preview first. Full refund if you don't approve
$65$80

Two custom caps

  • Matching pair, or two different designs
  • Best for mates, couples, siblings
  • Saves you $15
$30each

Three or more caps

  • Whole family, whole team, whole class
  • Three is $90, four is $120, and so on
  • Packed by London, every single one
Get a hat

Questions

Who actually makes the hats?

London designs every hat herself. The caps are printed by a production partner, then checked by London before they go in the post.

How long does it take?

Preview within a few days. Once you approve, allow 3 to 4 weeks for the hat to be made and shipped. If you need it for a date, say so in the notes and London will tell you straight whether it's doable.

Can I get exactly what I built in the designer?

Very close. The designer is a sketch. London tidies up spacing, fixes anything that won't print well, and sends you the real preview before anything is made.

What if I don't like the preview?

Tell her. She'll change it. If you still don't like it, you get a full refund. Nothing is printed until you've said yes.

Sizes?

Adjustable adult caps fit most people from about 10 years up. Kids' sizes are available on request; mention it in the notes.

Is this a real business?

Yes. Dad does the maths. London does everything that matters. Card payments go through Stripe. Every dollar of profit goes to the cat her parents said she could have "if she pays for it". She is paying for it.