Soji

WHO: Common
FOUNDED: 2006
Known for rocking newsboy caps on the regular, Common got together with Sicilian milliners La Coppola Storta to start his own line, Soji. We are not quite sure why the brand didn’t flourish. Maybe it was just bad timing. Our advice: re-release the hats and brand them as "heritage" and they'll sell like hot cakes.