Origin Story
🌿 SVN7 Origin Story: “It started with a cap I couldn’t ignore.”
In February, I was in Florida for my 50th birthday, watching the Boston Red Sox during Spring Training. I’d already picked up a trucker cap from the stadium — like I always do — but on the way home, we stopped at this incredible organic farm shop. Everything was clean, natural, and considered: handmade produce, recycled packaging, sustainable everything.
They had some merch too — a few tees, a couple of tops… and three caps.
One of them stopped me in my tracks. Burgundy with beautiful embroidery on the front — chain-stitched script with a vintage outdoor feel and I loved it. I bought it without hesitation — even drove out to a mall and back to get cash when the card machine was down. I was glad to hand over the $35.
Then I got back in the car and turned it over. No recycled materials. No ethical production. No label to speak of. Everything else in that store had been natural, organic, low impact… so why not the cap?
On the drive back to our Airbnb in Fort Myers, it stuck with me. Why aren’t ethical caps the default? Why is it still so hard to find a sustainably made, well-designed cap — especially truckers?
Back home, I looked through my own cap collection — my many Boston Red Sox, caps, my surf brands, my cool retro finds and my trusted Chicago Bears cap. Not one of them had any trace of ethical production.
That night, I ran some numbers. I realised it was not only possible to make trucker caps that were ethical, sustainable, and well-made — it was actually obvious. I’d been a fast fashion buyer, like most of us. But I didn’t want to be part of that anymore.
The next morning, I made the decision to build something better. A brand where the default is ethical, not an afterthought. Where every cap is consciously crafted, not cheaply churned out. Where style and values sit side by side.
Why SVN7?
When I got back to the UK, I made a commitment:
- Every cap would be made with recycled or organic materials
- Produced locally or with full supply chain transparency
- Branded with meaning
- And grounded in the landscape I love
The name came easily. I live near the River Severn — the longest river in the UK, winding through villages, towns, canals, pubs and farmland. I’m a narrowboat owner. The Severn means something to me. And I wanted my brand to mean something too.
So I built SEVERN — and And the mark? SVN7.
A cap company with a conscience.
Rooted in where I’m from, and made for where we’re going.