How Personal Tragedy Inspired a Brand That’s Saving Lives | Steve Willicot

Steve Willicot, founder of Uncle Matt’s Hats, joins Paul Fernandez to share the deeply personal story of how he turned heartbreak into a brand with purpose—one that’s starting conversations around mental health and saving lives.

After losing his brother, Matt, to suicide during lockdown, Steve channelled his grief into creating a bold, purpose-driven e-commerce brand. Uncle Matt’s Hats isn’t just about premium headwear—it’s about breaking the silence on mental health, raising awareness, and building a movement through authentic storytelling and unique design.

This powerful episode explores the intersection of entrepreneurship, purpose, and resilience—proving that the strongest brands are often born from the deepest struggles.

🎙️ Key Highlights:

How personal tragedy led to the birth of Uncle Matt’s Hats

Why mental health awareness is woven into the brand’s DNA

Turning e-commerce into a force for good

The power of authentic storytelling in building a movement

How design, packaging, and experience create emotional connection

Why conversations around men’s mental health matter more than ever

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