A dream
create a paradise for hat lovers
Below we tell you a little about our family history, and introduce you to our current team, of which we are deeply proud.
#1
In 1974, my maternal grandparents Vicente and María were handbag manufacturers in Madrid, and together with my mother and her brothers, they opened the first store on Hortaleza Street, right in front of where we are now.
#2
My father Paco had experience in hat making and tailoring, and in the 1990s, together with my mother Mari, they decided to create the current Yoqs. At first, they focused on a few hats and caps, and more on leather and travel accessories.
#3
In 2010 I joined the family business, initially creating its first website. Gradually, I took over the creative direction, with the aim of building an international hat brand based on two key pillars: product quality and customer service.
Meet the team
PACO
Yoqs's top boss, with extensive professional experience, started working at age 14 in the world of tailoring and hat making.
He is a lover of history, especially the history of Madrid.
Fran
With 15 years of experience at Yoqs, he started working there after finishing his advertising studies. He is currently the Creative Director of Yoqs.
He is passionate about jazz and lindy hop/balboa dancing. He loves nature and writing with a fountain pen.
Christian
I came as a customer when I was just 15 years old, and I started working at Yoqs in 2022.
A lover of classic style, tailoring, motorcycles and cars from golden eras.
Angela
The latest addition to the team in 2024. She is a superb professional organizer for whom order is a form of well-being; she enjoys creating harmony and structure wherever she goes.
For hat lovers only
Our store
A welcoming space to enjoy the experience of trying on and choosing your hat.
valuing tradition
Only for hat lovers*
We pay attention to every detail of our products to achieve the highest possible quality and satisfy hat lovers. Our inspiration comes from classics from the golden age of millinery.
*HATS: in the plural, it's a creative hyperbole, an intentional poetic exaggeration. Because what is good, what is handcrafted, cannot be perfect.
Manufacturing
Spain and Europe
We manufacture our brand's products in the best factories in Spain and Europe, selecting raw materials and carrying out a meticulous in-house design process.
Toquilla straw hats, known as Panama hats, are handwoven in Ecuador, and most of them are ironed and finished in Spain.