Inside Jake Knapp’s first signature hat
What’s Important Now
There's a question Jake Knapp asks himself every day. Three words. Three letters. What's Important Now.
It's tattooed on his wrist. It's the filter he runs every decision through - On the course, off it, in the moments that define a career and the quiet ones that don't make the highlight reel. W.I.N. isn't a motivational phrase for Jake. It's a standard. A daily discipline that keeps him present when the pressure is on and focused when everything else is competing for his attention.
It's the philosophy that carried him to the PGA Tour. And it's the one he carries everywhere he goes after. So when it came time to design his first signature hat, there was really only one place to start.
Built on a Mantra
Designing a signature hat is a personal process. It has to reflect the person wearing it, not just their style, but the way they move through the world. With Jake, that started with his philosophy but finished with his personal preferences for shape, fit, and style.
The three letters are gel-welded to the front of the hat. Unmistakable. But the full story lives inside. Behind the sweatband, Jake's nickname and the complete definition of his mantra are printed on a personalized interior liner. Details built for the person wearing it, to share his message with anyone willing to wear it.
That balance of visible and hidden, bold and personal, is exactly who Jake is.
Designed to his Preference
The foundation of the hat is built onto the Odysea shape, with our Links Collection construction inspiring the design elements. The traditional trucker shape elevated, the hat is reimagined for a day on and off the course. Featuring 4-way stretch rear panels for an all-day comfortable fit and Cloud Visor Core to ensure it’s lightweight and packable when needed.
His favorite print runs along the bottom of the Cloud Visor Core, a personal touch that’s easy to miss until you’re looking for it. Every detail on the hat was a decision, a reflection of Jake’s personal vision.
The Life
To celebrate the launch, we partnered with PGA Studios to debut a dedicated episode of The Life featuring Jake. An intimate look at a day in his life, his rise through the ranks of the PGA Tour, and the W.I.N. philosophy that drives everything he does on and off the course. Shot through his hometown of Costa Mesa, CA, it's the story behind the hat told in Jake's own words.
A Defined Direction
Jake Knapp built his career by staying focused on what matters most in each moment. Not the last shot. Not the next tournament. Right now. That's the hat, that's the mantra. And that's the standard we built around.