In the baseball hat videos, women film their significant others wearing normal, forward-facing caps and then no caps, suggesting that these women enjoy both of those looks on their S.O.

The brand, which makes almost all of its sales through caps, has seen an increase in female customers, who now make up 40 per cent of its online sales compared to 5 per cent in 2020.

AMI Wool Cap, $110, Opening Ceremony, 646-695-5680; Cashmere Baseball Cap, $330, Brunello Cucinelli, 212-627-9202; Gents Cashmere Cap, $75, nordstrom.com ILLUSTRATION: Danny Kim for The Wall ...