Hi! My name is Lilah Primeaux, the hands behind the hats. I create each hat like I am making it for myself to wear. So yes, some are more outlandish than others! My entire life has had fashion in it since my parents own Bevo’s and I’ve immersed myself into it, experiencing and seeing all kinds of fashion. My mom’s sense of style is impeccable and I got that from her, getting such joy and excitement about one-of-a-kind type pieces or things that feel like treasure. I believe that personal style is always evolving, but one thing that remains true, is that wearing something you simply love will always be in style. Unique pieces that speak to you should be considered artwork—that’s the heart of Oh Since 25 and L PRIMO.

 

The name Oh Since 25 has a triple meaning: the year 2025 when I started, my age at the time, and the “cents” of style in each piece. My slogan, Quarter Cool, plays on that 25-cent idea, reflecting the unique, collectible vibe of my hats.