She continues the family business of making toquilla straw hats, but adding her own daring vision of design and color.
His grandparents Anita and Luis Dávila who ventured from 1924 in the elaboration of the so-called Panama hats, with great success. But after the death of his grandfather, the machines stopped until his granddaughter, the businesswoman and fashionista Cecilia Davila, also called Toquilla’s Queen, decided to start them up again with his brand I Love Panama Hats.
How is your work and creative process organized?
I personally take care of it. The designs are created based on trends and trendy colors. I love to travel and I am also always looking for materials and ideas for new models. We plan our seasons at least 6 months in advance.
What is the best-selling model and in which countries?
Some are the United States, Malaysia, Korea, Japan, and Mexico. We have also placed hats in African countries and we also have an authorized dealer in Canada and it is now a very popular area. The most popular is the boater, a model that I introduced in 2016 to the market and is inspired by the style of Depeche Mode in the eighties, which suits anyone. And it really takes pride when you see that your design is being used by, for example, actress Olivia Wilde or model Ruby Rose.
What elements make the difference in the product?
The models are unique, inspired by music, travel, new materials, cultures … Life inspires us to give it a twist and turn it into a high fashion product. Also, in one of my trips to India I found some natural pigments with which we did dye tests and the result surprised us when we saw those colors so vibrant and transmitting so much. Therefore, our pigments are a great differentiating factor when compared to other companies. Our pigments are exclusive.
About his workmanship …
When I reconnected with the business, I also reconnected with our weavers. At the moment we have more than 60 people employed, not counting external collaborators. When I met them, they told me about the various problems they face, so I spoke with them and asked them how much they wanted to earn for their products, they gave us the price and we agreed on the fair value that they wanted to be recognized and, in addition, a additional, to keep them motivated in their production. Our hats are 100% Ecuadorian, 100% made with Ecuadorian workmanship and each one is considered a unique piece.
What news are you planning for next year?
Cowboy style hats or hippie chicThat is what is coming for 2022. I personally have more than 50 hats and I know that there are many more people who also have a special affection for this product that, in my case, I inherited directly from my grandmother, becoming obsessed with finding that formula to make the perfect hat, because there is the perfect hat for everyone.
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