He was a family man who cared a lot about his community. He also cared a lot about the unique hats he made; for him, quality and artistry were paramount. Cassel went out of his way to make sure his customers were happy, and that they loved the hats they bought from him.
An avid fisherman, Cassel drew inspiration and rejuvenation from the outdoors, a passion which has now been passed down through generations.
Cassel’s sons Alfred and Ted took over the family business, which had grown from its humble beginnings on a horse-drawn cart to a bustling partnership with a variety of established, quality hat factories.
As family was truly at the heart of their business, Alfred and Ted renamed the company Goorin Brothers.
The brothers soon expanded the company to a thriving wholesale business, then relocated the company from Pittsburgh to San Francisco in 1949, opening a storefront at Mission and First in San Francisco.
Their father Cassel was so proud of all they had done.
In honor of their father’s passion for outdoor leisure, Alfred and Ted created the Grenadier line of hats.
We still stock our shelves with these stylishly rugged, popular pieces today.
This is our president Ben Goorin and his sister Lisa. They were official Goorin ski wear models back in the day!
The ski industry played a major part in the growth of the company. As fedoras, flatcaps and floppies weren’t style staples at the time, expanding into sportswear made it possible for Goorin Bros. to stay in business…and eventually, to thrive.
Goorin Bros. was the official headwear for the VIII Olympic Winter Games.
Craving the community enjoyed by past generations and inspired by the street style and art of the present, Ben brought the brand full circle. He began to open small hat shops, spaces where neighbors and friends could gather, connect, and share.
Today, Goorin Bros. has over 30 shops across the United States and Canada. Our heritage and history are the heart and soul of everything we do; we are proud to be a fourth-generation family company.