Six years in.
Lift Down makes premium unbranded headwear. We started in 2019 with a simple observation: the cap is the most-worn thing in most wardrobes, and gets treated like the least important.
So we made the cap we'd actually wear. Then we made it in three sizes. Then we made it in a color we couldn't find anywhere else. Then another. Three brothers, a growing line of headwear, and we're still picking the next color.
Worn-in is earned.
A good cap takes time to feel like yours. The fit, the fade, the bend in the brim. None of that happens if it never fit you in the first place. That's why we make ours in three sizes: Small, Regular, and XL.
Heads come in different shapes. Some run small. Some need extra room. A strap-and-buckle works fine for some people and not at all for others. The people who wear our caps deserve to find a fit that actually feels right, not a compromise.
Color is a decision.
We treat color as a primary feature, not a finishing touch. Each new shade gets sampled in real fabric, lived with, and rejected if it doesn't earn its place in the lineup. Some are familiar colors done properly: a green that actually looks like the green you wanted. Some are shades we haven't seen anywhere else. If we wouldn't wear it, we don't make it.
Who wears Lift Down.
Lift Down ends up behind taco shop counters, in the bleachers and on the field, in airports and on dog walks. We ship to households all over the country and to companies that order in bulk for their teams. Different people, same instinct: when something is worn this often, the everyday version should be the good version.
From the reviews
★★★★★
Finally a cap that fits a small head without a giant gap in the back. Olive is gorgeous in person.
Maya R., Brooklyn NY
★★★★★
I've owned this for six months and worn it constantly. Hasn't warped once. Color hasn't faded.
James T., Austin TX
★★★★★
My husband has a huge head and the XL fits him for the first time ever. Already ordered a second.
Priya S., Chicago IL