By Demetrius Dillard
In the short amount of time that Brothers Johnson 1929 Hat Company has been in business, it has built a solid reputation while carving out a unique niche in its respective market.
Officially established in 2018 by Hartford-based pastor, activist and community leader AJ Johnson, Bros. Johnson 1929 was founded upon the legacy of Johnson’s father, the late Dr. William Mylious Johnson Jr.
The company name pays homage to William Mylious Johnson’s birth year (1929) and his deep-seated passion for hats, which was a cultural trademark during mid-20th century Harlem, his hometown. He was also a preacher, prolific boxer and civil rights activist.
A faith-influenced voice for urban resurgence and revival, Pastor Johnson is the senior pastor of Urban Hope Refuge Church in the North End of Hartford. Having a company that speaks to its demographic in ways beyond fashion has contributed largely to the business’s success over the past six years, he said.
“Being a Black-owned hat company, we know the flare, we know what people are looking for and we know our people. And we know our market and demographic,” Pastor Johnson said.
“Remaining diligent [has also helped] because business since the pandemic hasn’t been easy. We’ve seen ups and we’ve seen downs.”
Determined to reach success while making a profound impact in the Hartford area, Pastor Johnson led Bros. Johnson on a valuable journey as the business navigated waters of uncertainty. Running a small, Black-owned business is an ongoing learning experience, but is a worthwhile investment, he pointed out.
“If you’re familiar with Hartford, then you totally understand that opening a classy retail boutique business is hard to do… everyone would say it’s a risk,” Pastor Johnson said.
“To take the opportunity to invest (in an establishment) down the street from our house, our church and where our kids go to school means a lot. This is an investment in an area that doesn’t have any investment.”
Johnson’s wife, Melinda, also plays a crucial role in the upkeep and success of the business. She is Bros. Johnson’s co-creator, store manager and director of creative design.
As the company’s director of creative design, Melinda has the distinct privilege and skillset of creating Bros. Johnson-manufactured hats – whether they’re straw, fedora or boater hats – from scratch.
Based on the research of Pastor Johnson and Melinda, their company stands alone as the only Black-owned hat in New England. Bros. Johnson Hat Company is also one of two fully furnished haberdasheries in Connecticut along with New Haven-based DelMonico Hatter, the oldest hat company in the state.
Bros. Johnson achieved a significant milestone last year. In October 2023, the company officially opened its first physical location at 213 Garden St. in Hartford. A brick-and-mortar
The business offers a wide variety of hats, from truckers, to boaters, to beanies, to fedoras, and more. Business and casual accessories for men and women are available in addition to hats.
“In addition to being a hat store, we’re a whole vibe,” Melinda said.
“You come in, there’s tea, there’s old-school music playing, it’s just a whole vibe. People think that in order to experience something like this, you have to go outside of Hartford. But we’re from here. Our house is here, our church is here, our children go to school here. We know that this is a valuable space; why would we go build somewhere else? We chose to build here with our people.”
Working-class Black men between the ages of 45 and 65 are the business’s most frequent customer base, according to Melinda. Likewise, most female customers are between 35 and 55. Bros. Johnson’s in-store patrons come from all over the region, she added, also highlighting the importance of Black businesses.
Though business was not immediately profitable and had its share of ups and downs – especially during the COVID-19 pandemic – the couple quickly took advantage of partnering with organizations like the Urban League of Greater Hartford. In doing so, Bros. Johnson acquired much-needed tools and resources that contributed to the sustenance of the business.
“Being a business owner is a part of our DNA because it’s the way that we contribute and create community. It’s ‘owning our own,’ and so we wanted to replicate that here,” Melinda said.
“Shared knowledge, shared ownership – that’s what Black business ownership brings to the community, and that’s why I think it’s really important.”
Bros. Johnson is more than a hat company. It is a glimmer of hope that endeavors to embody its three core principles: strength, loyalty and distinction.
“I think for our community, the Black community, we’re not sending a new message,” Melinda concluded.
“We’re affirming a message that’s not reiterated to us enough, and that is that our community is valuable. Our people are valuable. We can create. We can sustain. We can grow together. We can beautify, we can do all these things. This is not a new message, it’s just one that we don’t hear often enough. And so every time we open our doors, that is the message we’re striving to send to our community.”
According to its website, Bros. Johnson’s flagship store at 213 Garden St. is open on Tuesday to Thursday from 11 a.m. to 6 p.m. and on Fridays and Saturdays from 11 a.m. to 7 p.m.
