Ventura County Hat Maker Heads to Santa Barbara Fair as Tariffs Tighten Grip

SANTA BARBARA, Calif.—A Ventura County hat maker is taking his craft on the road in hopes of reaching new customers, as rising tariffs put pressure on his business.

At E & D Hat Company, owner Rick De Leon works with materials sourced from around the world — including Ukraine, Ecuador, Mexico, and Australia. But ongoing tariffs on some imports, particularly from Ecuador and Ukraine, are driving up costs and creating new challenges.

Despite the financial strain, De Leon says passing those costs onto customers isn’t something he’s willing to do.

“We don't want to impact our customers' experience,” he said. “Paying an extra $40 to $80 per hat — we’d rather sell more and balance it out that way.”

Instead of raising prices, De Leon is shifting his strategy. He’s brought his business to the Santa Barbara Fair at Earl Warren Showgrounds, aiming to tap into a broader audience — especially within the region’s strong equestrian and Western lifestyle community.

“There’s still a lot of activity here,” De Leon said. “Western lifestyle has evolved in a way where everyone wants to be a part of it, and we’re trying to tap into that. Along the coast, we’re very close to that Western vibe — being right by the beach and making cowboy hats.”

But De Leon says he’s offering more than just hats — he’s selling an experience.

Customers can customize their hats with dozens of accessories, from fabrics and colors to custom pins and design elements. The process includes personalized measurements and hands-on styling, all designed to create a memorable, immersive experience.

“We noticed there was this big open space for experiences that no one’s really providing,” he said. “Everyone is selling something, but no one’s selling an experience. Our goal was to offer a ‘wow’ effect — from the setup to how we interact with customers.”

Each hat is tailored to the individual, with options ranging from straw to wool materials. For fair events, De Leon focuses on those lighter, more accessible options rather than premium rabbit or beaver blends.

With a truck and trailer packed full of inventory, De Leon is hoping for a strong turnout.

“Our goal is to sell out,” he said.

E & D Hat Company will be at the Santa Barbara Fair through the end of next weekend, giving visitors the chance to design and create their own custom hat.