In 2024, Flexfit® returned to the Outdoor Retailer Summer Show in Utah, marking another milestone in our journey—50 years of headwear heritage. This year’s theme, "Find Your Hidden Gem", invited attendees to go deeper into the Flexfit experience and discover their ideal headwear partner in a setting inspired by the rugged beauty of the outdoors.

Building on the success of last year’s "Flexfit Anywhere" concept, our 2024 booth was designed as a fully immersive experience. Central to this was our interactive vending machine, symbolizing the journey of discovery. Visitors were invited to take a short survey, and based on their answers, they received a custom Flexfit hat that matched their preferences.

Our booth design embraced a rock motif, aligning both with Utah’s natural landscape and our message of strength and stability—reflecting 50 years of solid partnerships. Alongside the visual theme, Flexfit showcased a wide range of innovative headwear solutions:

We featured water-repellent headwear with a live water activation, demonstrating the performance of our outdoor-focused styles in real time. The vending machine featured three hat categories: blank hats for those who want a clean slate, custom domestic hats with local embroidery options, and custom overseas programs with exclusive, non-catalog styles including bucket hats, jockey caps, and packable designs.

As we celebrate our halfcentury legacy, Flexfit continues to push boundaries and help brands find their forever headwear partner.

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