From Paris To Atlanta: How Herbin Co. Blends Heritage, Travel, And High Fashion

When Herb Rhedrick III lost his father’s hat on a trip to Paris, he had no idea that mishap would spark the creation of one of the most exciting new names in Black-owned luxury.

“I stole my dad’s hat — a blue rabbit felt Bailey fedora — and lost it within two days,” Rhedrick recalls in conversation with Travel Noire editor Simone Cherí. “But as I traveled through Paris, Milan, and Amsterdam, I started noticing all these incredible hats, these silhouettes that carried personal stories. I realized I wanted something that reflected me.”

That realization became the seed for Herbin Co., the Atlanta-based luxury lifestyle brand that’s now making waves around the world. What began as a single handcrafted hat in a garage in 2019 has evolved into a label known for redefining what Black craftsmanship looks like in the world of luxury. Today, Herbin Co. stands shoulder to shoulder with the world’s elite designers — sold alongside Gucci and Tom Ford in Atlanta’s Phipps Plaza — yet rooted in community and culture.

With his latest creation — a Paris-made travel capsule collection — Rhedrick is taking the brand to new heights, blending timeless artistry with global ambition.

From Garage Dreams To Global Design

Before Herbin Co. became synonymous with sophistication, Rhedrick’s path was anything but linear. Originally from Charlotte, North Carolina, he spent time in Kansas City, Houston, and Oakland before settling in Atlanta in 2016 — drawn by its entrepreneurial pulse and creative energy.

“Atlanta has this magnetism for Black entrepreneurs,” he says. “It’s a city that allows you to build something from the ground up and make it resonate globally.”

Rhedrick’s ambition soon grew into a movement, as he immersed himself in the history of the craft and was inspired by the meticulous artistry of European hatmakers. He often shares the story of the “mad hatter” — a cautionary tale about early hatmakers who, exposed to mercury used in shaping felt, developed tremors and psychosis. “It’s wild,” he says, “but it’s also part of why hatmaking nearly became a lost art. The tools stopped being made a century ago. The knowledge faded. I wanted to bring that back.”

Rhedrick’s designs — crafted from premium rabbit and beaver felt — stand out not just for their material quality (“the Mercedes-Benz of felt,” as he calls it) but also for their cultural resonance. Each piece feels both classic and modern, intentional and unapologetically distinct.

That pursuit of excellence, he says, is part of the brand’s DNA: “We under-promise and over-deliver. Excellence against all odds — that’s our mantra.”

It’s a formula that’s worked. Today, Herbin Co. boasts a loyal clientele that includes Nelly, Ne-Yo, D-Nice, Anthony Hamilton, and Will Packer — the latter even donning a Herbin Co. hat at the Oscars. The brand’s pieces have appeared at the Met Gala, on red carpets, and in sold-out events across the nation.

Despite the growing recognition, Rhedrick remains humble. When asked whether he helped spark Atlanta’s wave of hat culture, he laughs. “Hats have always been around — they just come back in waves. I’ll say this: there are a lot of designs out there that were inspired by us. But we just focus on doing it right.”

A Passport To Paris: The Birth Of The Travel Capsule

If hats are Herbin Co.’s foundation, travel is its muse.

Rhedrick’s newest endeavor — a luxury travel capsule collection — was born from his own jet-setting lifestyle. “The first bag I made was five years ago,” he says. “I just wanted something to carry my hat safely while traveling. So I designed a bag with a strap that could hold it. That’s how the Valet Bag started.”

The bag, sleek and structured, quickly became a cult favorite among both travelers and fashion enthusiasts. But what truly sets it apart is its craftsmanship. During another trip to Paris, Rhedrick brought along one of his early designs — and it caught the eye of artisans who create pieces for Chanel and Saint Laurent.

“They were impressed by the detailing,” he says. “Next thing I knew, we were collaborating. Now, all our bags are produced in Paris. It’s full-circle — the journey started there, and now our craftsmanship lives there.”

In just a few short years, Herbin Co. has expanded beyond hats to include leather travel goods, scarves, and small accessories, each handmade with precision and intent. The new travel capsule — which includes the must-have Voyager 40 carry-on and several silhouettes in rich leathers and neutral palettes — embodies what Rhedrick calls “luxury in motion.”

But scaling globally hasn’t been easy. “Working across countries means different time zones, language barriers, and unexpected costs,” he admits. “And now, tariffs on European imports have jumped from 4.5% to 20%, which means your taxes can quadruple overnight. You either absorb it or get creative. We’ve chosen creativity.”

That creativity has paid off — not just in product innovation but in storytelling. Every piece in the travel line is a reminder that luxury isn’t about excess; it’s about endurance.

For Rhedrick, Herbin Co. has always been about more than selling things. Instead, the brand focuses on building experiences that speak to a lifestyle rooted in culture, connection, and care.

“You can sell online all day,” he says. “But what we really want is community. We’re creating experiences where people can pause, connect, and just take a breath.”

This fall, Herbin Co. plans to launch a series of immersive brand experiences in Atlanta and beyond — blending art, music, and craftsmanship in spaces designed to foster connection rather than commerce. “We want to create places where people feel seen,” Rhedrick explains. “Luxury isn’t just what you wear — it’s what you feel.”

The brand is also preparing to celebrate its sixth anniversary on November 1, marked by the release of a new hat collection and a holiday capsule of work-ready bags — timeless pieces designed for everyday luxury. Each launch is a reflection of Rhedrick’s steady vision: to elevate Black luxury without compromise.

Herbin Co. products are available both online and in-store, with worldwide shipping (and free domestic delivery on most orders). But for Rhedrick, reach is less critical than resonance. “We’re not chasing hype,” he says. “We’re chasing legacy.”

A New Definition Of Black Luxury

At its core, Herbin Co. stands at the intersection of craftsmanship, culture, and confidence — reshaping what luxury means for a generation that values authenticity as much as aesthetics.

From losing a hat in Paris to building a thriving atelier in Atlanta, Herb Rhedrick III’s journey is a story of reinvention — turning an accident into artistry and reclaiming space for Black excellence in the global fashion industry.

“Luxury isn’t about labels,” he says. “It’s about legacy.”

And with every hand-blocked hat and Parisian-crafted bag, Herbin Co. continues to build a brand worth remembering.