Back in 2013, when Urban Supply first brought its hats to the market, there was basically one major player selling certified and tested sun hats. Their products were solid, but the prices? Let’s just say they could give your bank account a sunburn. We however had a different idea: What if proper sun protection was stylish, certified, and actually more affordable? So we launched Urban Supply with a mission to make CANSA endorsed sun hats accessible to everyday South Africans. No frills, no inflated price tags, just real protection that looks good and won’t make your wallet cry. And here’s the fun part: once we showed it could be done, that “one big competitor” quickly launched a cheaper range. Why? Because we proved the market wanted it.

But the ripple didn’t stop there. As more stores started stocking Urban Supply, more South Africans got serious about sun protection. Suddenly, sun hats were everywhere. New players piled in. The whole category grew and it all started with us making noise about it. So yes, we sell hats. But we also did something bigger: We turned a niche, premium category into a mainstream movement. Today, the market is buzzing with choice and we love that. For us at the end of the day, more hats mean more protected people. And if competition keeps us all innovating, then the real winners are the South Africans under the sun.

In the years since, our range has expanded. We’ve added a variety of products, including caps, polarised sunglasses, wallets, umbrellas, and unique hat clips, with each product designed to support our mission of combining affordability, quality, and functionality. We’ve also partnered with notable brands like Puckator, Kapten & Son, CHPO, and Miquelrius, bringing their popular products to South Africa.