Hip-hop star Common has created a range of hats under Sicilian milliner's La Coppola's - and has named the line after a next-door neighbour - Soji which also means Rebirth.
The rapper, actor and ex-boyfriend of singer Erykah Badu, hopes it will give fans a taste of his fashion sense.
He says "I love hats man, I been wearing them for so long and people always ask me where I get my hats from. So, why not just design something? I want to keep it high-end and quality on the hat side''.
"It'll be more variety, but it will be like the Applejack hats, but mostly like the styles that are high-end."
The Sicilian hatmakers La Coppola Storta who have faciliated Common's transition into the fashion world, started their craft in Sanguiseppe Jato of Palermo, Sicily, the Coppola has become not only a fashion symbol but a symbol of Sicilian culture. The Coppola takes the traditional newsboy and paperboy caps and reinvents its style while maintain the great Sicilian artisan tradition. With stores in Palermo, Roma, Firenze, Bologna and now in New Yor City's trendy Nolita, La Coppola Sorta is spreading tradition in a fashionable way.
Highlighting their brand through the collaboration with Common has brought greater shine to their high-end, handmade hats, and they are stated as saying Common knew that it was something he wanted to be part of. Known for wearing caps, Common wants to bring back the tradition of wearing hats because ''a hat is another way to put on a crown''.
The hats themselves are colorful, sophisticated and ultimately classical. Each hat is a unique expression of the artist who created it - and the person who wears it. They are available in adult sizes ranging from small, medium, large and extra large. Children's sizes range from infant through to 6 years of age.