Couture Worldwide’s Embellished Fitted Hats Are Works of …

The fitted hat has been a staple of the streetwear wardrobe for decades. For many years, they were an item people used to represent their hometown or rep their favorite team. The fanciest detail was a grey or green underbrim. Remixes were fairly simple. A Yankees hat would turn from navy blue to a color like red or green. Around 2020, the floodgates opened. Stores like Hat Club and My Fitteds started making custom fitteds in every color of the rainbow inspired by thighs like children’s stories and pop culture icons. Frosty Preme’s pink underbrims and Jae Tips’ colorful flips of the iconic Yankees fitted became coveted collector’s items. The custom fitted market boomed. Now, we are seeing brands take the formula into new territory. One of the names leading that charge is Couture Worldwide.

Couture Worldwide was founded by Asobu Yoda in 2024. The brand specializes in custom fitted hats that are decorated with Swarovski crystals. The shiny embellishments are each individually hand-placed to create artwork. Sometimes it can be clusters of pink sakura flowers. Other times, Couture Worldwide recreates constellations in the galaxy complete with rocket ships and alien heads. Each cap also features a single 1 carat diamond on the crown that’s embedded with a chip to verify its authenticity to give it that little extra bit of high-end flare. A New Era fitted will run you around $45, but Couture Worldwide’s premium pieces range from $349 to $2,000 depending on the design.

In less than a year, Couture Worldwide has already piqued the interest of some big names across the fashion and entertainment industries. Its hats have been worn by stylish athletes like Odell Beckham Jr. and rappers like Quavo. The brand has also tapped in with streetwear shops around the world, from Mannahatta in New York City to Casanova in Japan, to produce special collaborations. Brands like Billionaire Boys Club and Don C’s Just Don have also taken notice and dropped their own limited runs of hats.

Born in Hawaii and raised in Japan, Yoda has been surrounded by fashion his entire life. His father, who he calls his biggest inspiration, worked as a director of an apparel company that dealt at the intersection of streetwear and high fashion. He remembers meeting and talking to celebrities at his father’s shop in Hawaii and getting the chance to speak with celebrities like Usher. “That back-and-forth became a natural part of how I see and approach style,” Yoda tells Complex. “The inspiration and excitement I felt back then is still my driving force today.”

Eventually, Yoda decided to marry his interest in luxury fashion with a streetwear staple like fitted caps. Couture Worldwide was born. “The very first street fashion item I ever connected with was a New Era cap,” says Yoda.

Typically, it takes Yoda and his design partner around three hours to complete one of Couture Worldwide’s custom hats. Some of the more complex designs can take days. Eventually, Yoda wants Couture Worldwide to offer more than just its popular fitteds. He sees a future where they expand into apparel and other accessories.

“No matter what, I want to keep elevating the scene and growing together with street culture itself,” says Yoda. “It’s not about just reaching everyone. What would mean the most is if artists, tastemakers, and buyers recognize and respect what we do.”

These projects are all great strides forward, but Yoda says he is eager to grow the brand, especially in the United States, collaborating. He wanted to collaborate with more shops and designers in America to grow his reputation.

ComplexCon goers can expect some exclusive pieces and unreleased models for sale at Couture Worldwide’s Brands to Watch space. The brand will also be debuting an even more premium take on its embellished fitted hats. Caps adorned entirely with real diamonds will be up for grabs exclusively at ComplexCon.

“Above all, I want them to feel excited,” says Yoda. “If people walk away thinking, ‘These guys are going to keep making exciting things in the future,’ then that would be the best outcome.”

Check out the rest of the ComplexCon 2025 Brands to Watch here.

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