Our Story


Elusive Society was established in Urbana, IL as an independent creative atelier in 2015 with a focus on premium headwear by artist/entrepreneur JW Martin. Growing quickly through the use of heritage fabrics and an emphasis on high quality detailing combined with limited edition releases and collaborations with artists and brands, Elusive Society has become a wholesaler to stockists with a refined taste for premium headwear and accessories for men & women.

JW has owned multiple businesses in the clothing and skateboard industry over the last 30 years, and has decided to pursuit the expression of his lifestyle philosophy through E/S, and doesn't produce a full line for every season, but produces our goods as inspired.

The name

The name refers to the pursuit of the balance between creative excellence, happiness and rest; something we're attempting to achieve by striking out on our own and producing new designs/goods at an unforced pace. These qualities are elusive, but they are what inspire us.

What we do

We produce our hats by designing, sourcing the materials and contracting a small batch factory. We decorate the front of our hats in-house through embroidery or hand sewn leather or woven patch.

Giving Back

Elusive Society's overarching philosophy is to create what you love, enjoy the process, and share it generously. It is under this direction that E/S offers the "Fellowship of the Cloth" benevolent program. "Fellowship of the Cloth" is a tongue-in-cheek reference to secret societies while addressing real-world problems through a "one for one" donation: for every hat or beanie sold (excluding products that are collaborations and/or artist partnerships), E/S donates one warm beanie to someone at risk from the cold-weather elements.

Thank you for your interest and support.

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