Client
Amelia Surf Co.
Location
Fernandina Beach, Florida
Brand
Pukka
Product
Custom mid-crown structured 6-panel hats with raised embroidery (two-tone colorways)
Overview
Located in Fernandina Beach, Amelia Surf Co. is a go-to destination for surf, beachwear, and coastal lifestyle gear. Situated just steps from Seaside Park Beach, the shop serves both locals and visitors with a curated mix of everyday apparel and top surf brands for men, women, and kids.
With a strong connection to the local beach community, Amelia Surf Co. is built around a laid-back, high-energy lifestyle—captured in their “Stay Stoked” mentality.
The Project
Amelia Surf Co. partnered with Conch Agency to elevate their headwear offering beyond traditional souvenir-style merchandise. The goal was to create a premium, lifestyle-driven hat program that better reflected their brand identity and stood out in a competitive beach retail environment.
Through our relationship with Pukka Headwear, we developed a custom mid-crown structured 6-panel hat featuring raised embroidery, two-tone color matching across logos and visors, and a mix of elevated materials. The lineup included multiple colorways designed to give customers variety while maintaining a cohesive brand look.
the challenge
Amelia Surf Co. needed to move away from generic souvenir products and create something more intentional and retail-driven. The program required:
A premium headwear design that elevated the overall product offering
Materials and finishes that felt distinct and high-end
Strong visual consistency across multiple colorways
A product that captured the energy of the local beach lifestyle while still performing at retail
The challenge was to create something that felt unique enough to stand out, but still accessible to a broad customer base.
the result
By leveraging Pukka’s fully custom manufacturing capabilities, Conch Agency delivered a standout headwear program built around premium materials, including wide-wale corduroy paired with a suede visor. The use of raised embroidery and coordinated two-tone colorways created a distinct, elevated look that resonated with customers.
With a low 48-piece minimum across four different colorways, Amelia Surf Co. was able to introduce variety without overcommitting inventory—resulting in a flexible, high-performing retail program.
Today, the collection has become a recognizable in-store favorite, helping shift the brand’s headwear offering from standard souvenir merchandise to a more refined, lifestyle-driven product line.
