Kindness Never Looked So Cool: The Hat Brand Turning Heads From BottleRock to Hollywood

A simple hat with a bold message is quickly becoming one of the most talked-about accessories on the festival circuit.

Always Be Kind, a fast-growing lifestyle brand built around the idea of making kindness more visible, has found itself attracting attention from celebrities, athletes, music fans and everyday supporters alike. But according to its founders, the brand’s success began with a much simpler story: a family creating something meaningful for one of its own.

Paul Emmer and Beau Emmer launched the company after Paul designed a custom hat for their father, Robert “Bob” Emmer, a semi-retired entertainment executive known among friends for his larger-than-life personality, endless stories and ability to strike up a conversation with just about anyone. After Bob began wearing the hat everywhere he went, strangers repeatedly stopped him to ask where they could buy one. In true Bob fashion, he reportedly began selling the hats right off his head.

What started as a family gift soon evolved into a growing brand centered around one message: Always Be Kind!

The company’s approach to kindness isn’t about perfection or polished slogans. Instead, the brand focuses on authentic human connection, encouraging people to treat one another with respect, curiosity and empathy while still embracing humor and individuality.

The message resonated in a major way at this year’s BottleRock festival, where celebrities including Teddy Swims, John Stamos, Busta Rhymes, Chaka Khan, George Kittle, José Andrés, Paris Jackson and Antoni Porowski were photographed wearing the hats. NBA star Jimmy Butler has also been spotted supporting the brand.

One of the festival’s standout moments came when Busta Rhymes gave Bob Emmer an unexpected shoutout during his performance, referring to him as “the general” while praising his energy in front of the crowd.

In addition to the original design, the company recently introduced a family-friendly “Always Be Kind” collection featuring “Bobby,” a character inspired by Bob Emmer. The collection offers a PG version of the brand’s signature message while maintaining the same focus on positivity and connection.

Beyond celebrity support, the company says a portion of profits will be directed toward acts of kindness, community initiatives and projects designed to create meaningful connections between people.

For the Emmer family, the mission remains simple: create products that spark conversations, build community and prove that kindness can still have plenty of personality.

Be sure to follow them on Instagram here!