If you’re a member of the BeyHive, a football enthusiast, or both, chances are you were among the 27 million viewers watching Beyoncé‘s halftime performance at the Christmas Day NFL matchups. The historic presentation brought Beyoncé back to her hometown and delighted Texans with new gems from her discography. 

As the world would expect from a singer of her caliber, Bee went all out for the occasion. She stepped on stage dressed head-to-toe in white and accompanied by a crew of more than 500 individuals. Pieces such as sparkling chaps, fringed boots, and chunky buckle belts—all staples of cowboy fashion—took center stage. 

Stylist Shiona Turini crafted stage looks that embodied Western style. She perfectly epitomized Bey’s album, Cowboy Carter, with the contribution of brands such as Louboutin, Roberto Cavalli, and Levi’s. Latina-owned label ASN Hats was also part of the list. The Los Angeles-based brand designed the wide-brim hat that stole the spotlight at the Beyoncé Bowl.

Photo by Julian Dakdouk

The Latina Sisters behind ASN Hats

Founded by Latina sisters Alejandra Georgevich and Ilsse Nevarez, ASN Hats finds inspiration in the founders’ shared love for hats and Los Angeles’ dynamic streetwear scene. “We started ASN after we noticed there weren’t any hats that were reasonably priced and had the same quality of a custom-made hat while being sustainable and cruelty-free,” the founders told Sanity Style in 2020. “We wanted to bring hats back into our daily wardrobe.”

Loyal to their family’s manufacturing history—they were in the footwear business during the 1950s—Alejandra and Ilsse now deliver high-quality products through ASN Hats. 

Craftsmanship and sustainability are at the core of production. According to the brand’s website, items are carefully crafted using sustainable, cruelty-free, 100% virgin wool. The process is so thorough that the yielding, braiding, and molding of straw can take up to 15 days to perfect. 

A Team-Up for the Books

Creating Bey’s statement hat wasn’t much different. “This piece was crafted with love, care, and a deep respect for our Mexican heritage and Texan roots, which we’re proud to see represented on such a global stage,” shared ASN through an Instagram post. 

Explaining how the team-up with Beyoncé’s styling team came to fruition, Alejandra Georgevich told HOLA! USA, “Earlier this year, Beyoncé’s team reached out to us for her country album release. […] My sister and I grew up listening to her music, and we’ve always admired her artistic trajectory. How she draws from her heritage and integrates it into her art inspired the designs we created for her. This collaboration has been an incredible opportunity to bring our shared love of culture and creativity to life.”

Breaking down Beyoncé’s wardrobe for the night, Shiona Turini told Harper’s Bazaar that the singer wanted something oversized to make a statement. “We worked with ASN, which is two sisters out of Texas,” Turini shared after the Beyoncé Bowl. “It’s always fun to work with women designers in these spaces because they still know what’s sexy and what’s interesting.” 

Image courtesy of Beyoncé Press.

A Bey-Inspired Hat

While Beyoncé’s custom-made hat is obviously not on sale, ASN recently unveiled a Bey-inspired creation. Titled “The Hive,” the piece is described as a “handcrafted, wide-brim faux-leather cowboy hat evoking a sense of strength, elegance, and heritage.” 

Just like the one-of-a-kind creation Beyoncé sported on stage, “The Hive” showcases Alejandra Georgevich and Ilsse Nevarez’s talent. It pays homage to their Texan roots and brings Latina fashion to the forefront.