There’s something magnetic about gear that feels both utilitarian and soulful. Goodlids lands in that space—born from a desire to “do good and have fun,” this New Zealand brand pivots the conversation on outdoor apparel by grounding itself in hemp, sustainable practices, and design with character.

In the spirit of WeekEnds—storytelling through objects, terrain, and culture—here’s how Goodlids crafts its identity along the ridge between style, function, and ecological intent.

Roots & Philosophy: More Than a Hat Brand

Goodlids originated as a label specializing in headwear—“lids”—but it grew quickly in ambition, branching into tees, outerwear, and performance-fabrics. The brand is transparent about its mission: “revolutionise the apparel industry using the power of hemp.” That ambition threads through everything they do, from material sourcing to limited drops.

Even in their product naming and drops, Goodlids nods toward a playful, outdoor sensibility: the “Soft-Brim,” “Scroggin Short,” or the “Field Flower Lid” are not just labels but signifiers of an attitude.

That approach echoes the editorial DNA of WeekEnds: brands aren’t just logos, they’re stories waiting to be told on ridgelines, beaches, or backcountry roads.

The Lids That Tell Stories

One hallmark of Goodlids is how they align product releases with environment-driven narratives. Their AW25 campaign drew on Yosemite landscapes, mid-century outdoor catalog aesthetics, and even the rough-hewn moods of Camp Four.

Their journal and blog often feature "Five of the Best" hat breakdowns—deep dives into color stories, inspirations, and how they fit into daily wear. Goodlids That level of narrative layering gives each piece context, so buying a hat feels less like a transaction and more like becoming part of a seasonal chapter.

Take the Signature Lid: a mid-crown cap made to sit just above the ears, adjustable, and packaged in recycled cardboard. Or the Adventure Lid, designed with the same build philosophy but embroidered label and the same 90/10 hemp blend. And the Supply Lid — equally hemp-forward, built for day-after day wear. Each hat is a small act of design rebellion: durable, organic, and rooted in outdoor grit.

Fans of the brand talk about how these lids feel — light in your hand, breathable on trench-top afternoons, capable of folding into pack edges. Some even say the seams soften with time until the cap becomes shaped like your skull, like a well-worn trail companion.

More Than a Hat: Apparel, Accessories & Ethos

Goodlids’ evolution into clothing — hemp tees, shorts, outerwear — feels organic rather than opportunistic. Their seasonal collections lean hard on storytelling, weaving in journal entries, landscape shots, and mapped adventures. Their “Responsibility Program” section even outlines their commitment to soil, people, and ecological cycles.

Their AW25 line, for instance, features a Kiwi-Yosemite crossover vibe: a rugby shirt that might’ve come from an old climbing lodge, shorts dubbed “Scroggin” (a Kiwi term for trail mix) that mix hemp and nylon for stretch and durability. The brand isn’t chasing athleisure; they’re chasing context.

Who Wears Goodlids — and Why It Matters

Goodlids appeals to folks who stray off pavement. The dirtbags, the climbers, the back-road lovers, the folks who’d rather have gear that lasts decades than fashion that fades in a season. By leaning into hemp, Goodlids stakes a claim in sustainable outdoor wear — a niche that feels underpopulated.

In a market full of fast fashion, Goodlids whispers: “Wear less. Wear better. Let your hat take on the scratches, the dust, the sun, and tell your story.” Their global reach (shipping worldwide, free shipping thresholds) means that this Kiwi brand is not just local folklore — it’s entering the field of global outdoor identity.

WeekEnds Spirit & Goodlids

If WeekEnds were to roam through the Goodlids ethos, it would scan for the grit, the imperfect edges, the weathered textures, and the stories hidden in seams. Goodlids delivers that. Their product storytelling doesn’t depend on slick marketing; it leans on the lived world, the trails, the soil, and a sort of quiet conviction that garments should belong to places and people, not just markets.

When you wear a Goodlids cap, you’re wearing a fold in memory, a sliver of hillside, a whisper of wind. And when you pair it with their jersey or that wool-light tee, you’re weaving kit into life — not life into kit.

In a crowded field of performance labels, Goodlids stands out not by flashy tech specs, but by authenticity and coherence

Shop Goodlids hemp hats and apparel on WEEKENDS today