I just loved the feel of this unassuming shop from the moment I walked in. You can immediately tell that John, the owner, has lived hats for decades, and really knows his craft. I needed to revitalize a treasured hat and John steamed it and brought it back to life for a tiny fraction of what I thought it would cost. He also gave a very rapid turn-around time. In addition, John was very careful to clearly explain what he would do with the hat so I would understand the process. Knowing nothing about hats, I very much appreciated his explanations. I came across town to patronize this shop -- and I'd do it again. The quality of work and its value was well-worth it! Finally, parking can be a nightmare in Santa Monica but it was no problem for this shop. One time a spot wasn't immediatley available and by the time I drove around the block, one had opened up. Thanks, John and Fedora Primo -- my hat looks fantastic again! read more

Quick stretch on my Dad's cowboy hat was done for a fair price. Easy parking in front of the store just off Main Street.

Fedora Primo is a small hat shop located on Pier Ave and Main St in Santa Monica. Last Saturday, I happened to park close to this shop, noticed the cool hats on the window displayed and stepped inside. I was greeted with a cheerful owner John, who had his face mask being COVID compliant. John was very informative with every hat's details: origin, maker, model, material and measurements. I was particularly interested in Panama hat, similar to my late Dad's. John showed me various hats, described the hat's fabrication and place of origin...I got a crash course in Hats! lol I usually purchase excellent quality high end things because I treasure it with care and keep it for years, this shop has many very nice hats. More affordable hats are also in stock. Hats were all nice but was more impressed with the shop owner's attentive kind service. Small hat shops are among the vanishing businesses that need our support. Fedora Primo is a timeless shop with unique, stylish hats of all sorts ready to be the finishing top to a fabulous you. Worth a visit. Recommend! read more

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Meh... When you walk into a hat store and ask for a Borsalino in size 58 and their response is "Is that a small, medium, or large" maybe you should just walk away. A seller of hats should know that a 58 is a hat size, a more accurate hat size, and be able to discuss what hats they have available in said size. read more

I enthusiastically recommend this wonderful shop!!! Anyone looking for an hat (or even not necessarily looking) is certain to find some great options here. I've purchased a variety of hats, caps, visors and more for myself, my husband and our child. Casual or dressy, firm shape or completely packable, for sunny weather, wind, rain or snow, water sports and more -- such an awesome collection! I have been coming here for nearly 20 years, first assisted by the former owner Frank and in more recent years by the equally personable new owner John. Please pop in and give yourself the opportunity to help support a local independent shop! read more

What a great place! I left my cap on the train and needed one to replace it. I was apologetically told that they didn't carry caps with logos. I was overjoyed. Imagine not paying to walk around displaying some brand you may or may not care about. Great selection of caps and hats. I don't know how he does it, except that he knocked over two hats every time he reached one for me to try on:). I actually came back the next day and bought a wonderful Borsalino hemp fedora. So glad I walked into this shop and so glad I returned. I don't live anywhere near Fedora Primo but I'll be going back if I'm ever in the area. read more

They carry many hat; however, finding the hat you want in your size is difficult. There range of styles is excellent. The personnel are helpful within the limits of the inventory. Many hats only come in one size. read more

My wife and I drove from the west valley to Santa Monica for new hats and it was worth the drive. Great selection and knowledgeable and friendly owner. read more

Fedora Primo is a great place to shop. Enjoy doing business with them. clean store. lots of choices. Love my outdoor hat saved me in many rainstorms read more

I discovered this place about two years ago through a friend going through cancer and needed a hat. I remembered at the time what a wonderful place this was for hats and prices. They have lots of styles for men and women. Not just fedoras. Recently I got a wide brim black linen hat that was too big for me. I called them to see if they could fix this and they told they could and to come in . Madonna greeted and fixed my hat in seconds with some tape under the lining. She charged me a $1 !!! As I was walking out, I remembered to ask about something I could put my hat on to keep it in shape. She went in the back and came back with a plastic head form. She gave it to me for free. The customer service here is beyond outstanding. If I could give them more than 5 stars, I would. Thanks Madonna! read more

What a gem! A costume designer friend recommended this place when we were talking about the lengths we take to protect our fair skin. So I drove all the way from Silverlake to check this place out. I wanted a nice, broad, straw hat and I got a one. And a ribboned hat. And a fedora. And a baseball hat just for the hell of it. I like many things about this place. For one, the staff is friendly and cool, in that "I am someone who wears an understated hat most of the time," sort of way and they give me my space rather than hovering over me as I giddily try on the whole store. Whenever I come in, there's always THE HAT that I must buy. And the prices are surprisingly low, so I don't feel ripped off, like I would at Barney's. ($250 for an identical hat, just a different name tag.) And, the parking gods always smile down on me whenever I visit. Every time, I find a spot right in front! Whoo-hoo! Come here if you've searching for that great summer beach hat, that chic, jaunty fedora, or even a cowboy hat. Many of the fedoras are unisex and they have hats for men and women. Plus, there's a great cafe right next door. read more

I've been used to wearing various head covers almost everywhere. It could be a helmet to somehow deflect a bullet, a beret, a cap, a hardhat or just a plain old hat. Ordinarily in winter time, I often wear a felt hat with a brim, otherwise called a Fedora, but really not as much since I got here in this country. I knew I got some good hats inside my old trunks either in my basement or in various long-term storage where I kept old stuffs from previous overseas deployments. Anyway, I figured that it's much easier just buying myself a new hat. Searching thru the Internet, I found Fedora Primo in Santa Monica. I would have preferred if there was a store right here in Glendale where I reside, but I didn't mind the drive at all, as it was such a nice shop and I found the Fedora hat that I really want. They'll measure your head size and also took the opportunity trying other kinds of hats, other than the one I've bought, which I think I'll be buying too later in another visit. They have good quality products at this store and the staff knew their stuff. Since I wasn't in a hurry and could afford to tarry, from the shop wearing my new Fedora hat, I took a pleasant stroll along the beach. Although the weather was a little bit chilly, it really felt quite okay... read more

LOVE FEDORA PRIMO! I love wearing hats. "You have a hat head", my friends tell me. So, when Wyatt (my beau) discovered Fedora Primo online, I was excited to make the trip with him. He was in the market for a new Fedora...I just wanted to try on hats, not intending to buy one. The first hat I tried on, I fell in love with. I tried on others, but kept going back to the first hat. Meanwhile, Wyatt found a Fedora he loved and I found the cute clothes section. I ended up trying a shirt on, thinking it was a dress...no way I could wear it as a dress. :o) I was actually a little desperate because I felt bad that I bought a black dress to wear to a wedding that same evening. I was looking for another dress or an orange (wedding color) scarf to brighten it up a bit. I wish I remembered her name, but the sales lady suggested another dress to try on, but it didn't look right. "Oh well, I'll keep looking", I thought to myself. So when we were paying for the first hat I tried on, I looked down into the display case and what do I find? THE PERFECT ORANGE HAT! Seriously, priceless moment. I tried it on and bought it instantly. We had such a great experience and will be back whenever we're in Santa Monica. read more

The Pantropic Panama hat I mentioned in my previous review had gotten a little dirty from wear. I wanted to find out how to clean it and when I called them, Frank asked what kind of straw it was made from and what kind of stain it was so he'd know how it should be cleaned. Of course, I hadn't a clue. So he asked me to bring it in and let him take a look. When I got there, he noticed that the hat had become misshapen and had a crease in the brim that shouldn't really have been there and wouldn't come out when he tried to reshape it. Frank asked me a few questions, and said "That hat's not performing right. Something's off with the weave. It shouldn't do that. I'm gonna send it back." And he gave me a new one. Holy moley. Talk about standing behind your product! While I was there, I bought a new hat and three new caps. Because why would I shop anywhere else? And I learned some nice details about how to care for my Panama to keep it looking spiffy. All in all, an unexpectedly great experience. Go, Fedora Primo! read more

I went in there with a specialty request, and the owner was very helpful. Plenty of options from the cheap, mass-produced, to the hand-made $200 variety. If you are looking for something specific, he will order it Definitely a great place to go if you are looking for any sort of hat. read more

Not only a great place to buy a hat but also a great place to get help buying a hat! Very laid back, no pressure and the owner knows his hats, read more

Fedora Primo remains my first choice to date for obtaining new hats such as quality fedoras, and stetsons. Frank's genteel demeanor and attention to the customer is much appreciated. Denise was also gracious and very helpful as I sought to find a new chapéu for wear in sunny Los Angeles. The staff are knowledgable and can assist with placing an order if one requires even more options. A good selection of hats for men and women. Hat boxes can also be purchased to extend the life of your quality hats. Best approach if driving is to get onto Main Street going West, and then turn right ( inland towards 2nd street ) as Pier is a one way street. Parking out front. Bring quarters for the meter. http://www.fedoraprimo.com/ read more

My very favorite hat shop. All the styles you are looking for and then some. Never boring. Highest quality. Located close to Venice Beach, where hats are hot. Frank, the owner a.k.a. "Head Guy", will give you expert guidance and a hat education. He is one of the world's nicest guys! Definitely pay a visit. read more

An Elysium of haberdashery! I love this place! Its like a library for hats. No pressure sales, knowledgeable staff, and handsome hear wear. I have yet to leave this place unsatisfied. Some hats are a bit pricey, but you get what you pay for. Amazing quality and maintenance for your dashing new purchases. Keep fighting the good fight Primo, I will be back soon. read more

I am leaving to a trip in Europe so I thought it important to get a proper hat that fitted with my wardrobe. The gentleman who ran this store was not only welcoming and friendly he found me a hat that worked with everything I needed within a minute. This is unusual (good) because I have a really really big head and to find a hat that fits so well that quick makes me feel less of a big head freak haha. The selection was big for such a small store and I got a free feather for my hat as well. I totally recommend this place for anyone who wants that classy look and a hat that fits. read more

Great experience here today - nice staff, no pressure, just helpful. Can't ask for any more really! Lots of stock and all good quality, unlike some of the huge stores on the Venice Boardwalk. read more

I was having coffee next door and saw some very nice hats in the window. When I walked in they where very friendly. I did not want a hat, but I bought one anyway. Nice selection. read more

I googled where I can buy a fedora hat and this store came up. I thought I'd give it a try and stop by to see their selection of hats, since their website doesn't give a lot of info. As I walked in, I could see this is the place I wanted to be to find a hat. I was immediately greeted by a very nice gentleman named John. I told him I was looking to buy my first fedora. He asked for my size and I didn't know, so he had me try a few different sizes. Turns out I'm a medium. Anywho, I ended up finding the perfect hat and John was very helpful. He even gave me a feather to stick in my new hat. Their prices are pretty reasonable and parking is okay. It's street parking, so you have to get lucky and find a spot. Other than that, I'm glad I stopped by. This place is a gem. read more

If you're into hats, ladies and gentlemen, head on down to Fedora Primo in Santa Monica on Pier Ave. Just off of Main St. They've got an amazing selection of quality hats for guys and dolls. Not just amazing Fedoras, but Cowboy hats, Caps, Bowlers, Pork Pies, Sunhats for the ladies and XS-ories to boot... uh... as well. Just ask for Frank. Frank Stauss. He's the "Head Guy" get it? That's his title on his business card. Clever ain't it? And tell them "XS the-burner-guy" sent you. They're good peeps and they'll hook you up. Word up, yo! - read more

Hats. Lots and lots of hats. If you need a hat, this is a great place to get one. They have lots of different styles and sizes and if you find one that is perfect but just a little too big, they even have foam you can put into your hat to help it fit better. read more

A decent but small selection of quality hats for men and women. It's tucked away off Main so you might normally miss it.

A variety of handsome hats in a no pressure atmosphere. They encourage you try them on and they know their stuff. Unlike most men's hat stores where you have to ask to see a hat and once the cigar chomping guy removes it from *The Case*, he glares at you as you try it on. Total opposite here. They have some ladies' hats too and clothes that the gf was feelin. read more

Fedora Primo rocks! Great assortment of hats and the staff is really helpful. Frank the hat man knows his stuff. He knows what's trending and what looks best on you. The whole vibe of this place makes you feel like your hanging out with old friends. If you need a hat, this is the place to go. read more

I love this store! No pressure from the sales staff to buy anything. Have brought a few out-of-towners here & they never leave empty-handed. Fantastic quality, but fair price. read more

the coolest hat shop and the most professional, kind owner, Frank. He actually was incredibly kind to donate a very amazing auction item for our kids school silent auction. So not only is this a great shop but its run by a kind, philanthropic man who cares for his community. Make this your first stop read more

Those who know me will know: I love me some hats. This is a great little shop with a wide range of hats for every taste and budget. The staff were extremely helpful and didn't make any faces at me as I tried on every single hat in the place. Next time I go I need to get a big schmancy one so that they will give me a nice round box to go with. read more

The baseball hat killed the fedora. From 1920-1960 a man looked like a man with a fedora on his head. Today men with bball caps look like infants. And if you look like an infant, you tend to act like one. The only place you'll see a good sir wearing a fedora is on Turner Classics. Or in Fedora Primo on Main Street SAMO. Old Uncle Frank with the coke bottle glasses loves his hats and he'll find one for your head- summer, winter, spring, or fall. I like Golden Gate Co, Baileys, and Scala but you're at liberty to cut loose extra benjamins for the italian bonnets. read more

I have an old but very well-made panama hat (Fedora) which has a small split in the straws on the crown. I called FP, and spoke with John, who said he was sure he could do a presentable fix, just bring it in. He was so nice. I cruised the site, and their hats look brilliant! Looking forward to a visit soon. read more

I bought a great hat here a few years ago when I lived in Santa Monica, but recently lost it. However, I now live 40 minutes away from Fedora Primo, so I called the store to ask about their selection of Size Small western wool hats. I didn't want to make the trip unless they had several size small hats, because my head is VERY small and most hats don't fit me. The woman was very unhelpful on the phone. She told me she had a customer with her and I could call back. I called back and no one answered. Finally I made the trip to the store, only to discover that they had NO size Small wool western hats. There was one Medium Stetson hat that she tried to sell me on, saying hats vary in size and that she could put some foam in to make it fit. I am 5'2 and 98 lbs. My head is tiny. I would never, ever look right in a mens size Medium hat. I could have known this without driving all the way to Santa Monica if the woman working here had been willing to stand up, look at her selection, and let me know that there wasn't anything for me at the store. read more

i am somewhat amused that someone from this business decided to comment on my review around five years after i initially wrote it.

I stopped in because I have been obsessed with getting a Panama hat for an upcoming wine tasting trip on the central coast. I need to look sophisticated because wine is how classy people get wasted and I'm in need of all the help I can get. I found plenty of options! There was no pressure and Frank, the head guy, went searching for different sizes when I couldn't find the right fit. After my wife approved the look of one of the Panama's I liked, Frank gave me a quick "best practices" lesson on how to handle and store my new investment before boxing it up for me. I'm very happy with my new hat and very pleased with Fedora Primo. read more

Frank and staff are the best in all of L.A. They are kind, helpful, knowledgeable and they also have the coolest selection of hats at really good prices. You can get just about whatever you want and if you don't see it, they will order it for you. I go in with my buddy, try on hats and we laugh our asses off!!! I've personally bought a lot of hats here at excellent prices and they have hats that fit an Orson Welles size head like mine!! They also stretch hats. Classic hats, current hip hats, fun hats, caps and hats you've never imagined. Go into this shop and check it out. If you don't have a ball then you're not breathing and they need to put you to sleep. Wake up!!! They also just added accessories so go check it out, but a coffee next door, have breakfast at some local restaurant and look cool in your new fedora!!! Tell them Billy Fantastic sent you!! YO!!! read more

Awesome store. Great selection. Laid back, helpful sales people.