Wear BRIMS, Wear Confidence

Co-Founders Archie Clay III and Tajh Crutch Reinvent Black style and Black History with BRIMS

Words by Taylor Edwards

Interview by Jonathan P-Wright

Archie Clay III and Tajh Crutch are about more than success, they are about setting the standard for their families.

Longtime friends and fraternity brothers [of Alpha Phi Alpha Fraternity, Inc.], Clay and Crutch are the co-founders of BRIMS premium luxury fashion brand. BRIMS instills unapologetic confidence in everyone one brim at a time.  And “Bro…I’m dead ass” are the four words that started it all.

“I will start something and put it down…” Tajh confesses. He shares that creativity is his feat over commitment and he’s “grateful” for Archie’s commitment to follow up and follow through.

From a background filled with “best dressed” family members and seeing his grandmother bask in the Black church culture of big hats, Crutch was already playing around with fedoras – for his own style – when Archie presented the idea of BRIMS. Like many creatives, ideas come a dime a dozen. So, when Archie called the next day with the concept, Tajh took heed and decided to match his friend’s energy.

Archie’s persistence aside, Tajh was destined to design with his best friend. “Dang, my name means crown [in Arabic] and I’m creating luxury fedoras. The Lord works in mysterious ways.”

Born and based in Atlanta, Georgia, BRIMS’ core is rooted in faith, family, and confidence…and it lacks none of the three. In fact, each hat is a symbol of such.

“In order to be the best you can’t be average. And Tajh and I aren’t average! It’s as simple as that.”

The duo delivers detail from their feather toppers and silk trimmings to their eco-friendly dust bags. High-quality fedoras, five panel caps, and fitted hats, BRIMS brings headgear full circle. Their designs are bold, timeless, and stylish at the intersection of a little swagger and a lot of hard work.  

Hard work that has been recognized in Oprah Daily, Black Enterprise, HBCU Buzz, British GQ, and The Root – and worn by the likes of Karen Civil, Eva Marcille, Keri Hilson, and Chris Paul.

For two men with no fashion backgrounds, faith is paying off in good measure.

 “[It’s an] opportunity to leave something for our families. In our culture, two Black men creating a luxury brand – especially fedoras – is something that’s never been done before.”

Inspired by their grandmothers, their drive to create a legacy worth leaving is important and evident in every stitch. As our ancestors wore brims, fedoras, and top hats as symbols of style and class, Archie and Tajh pour into BRIMS for their descendants to wear with confidence and a sense of pride.

Now, BRIMS is the first Black-owned luxury hat company to be sold in Nordstrom. Also available in Neiman Marcus, combined, BRIMS are on display in the luxury department stores over six states. And Clay and Crutch believe “…it will only get better”.

“This brand is my grandmother. When I thought about the idea I was thinking about her. My grandmother is my everything. I go hard for my family, so why not go hard for BRIMS?!”

The leading lady of inspiration, his [Archie’s] grandmother’s death from cancer – over five years prior to BRIMS launch – still lights the fire that keeps BRIMS hot.

Heavy is the head that wears the crown. And BRIMS is the new crown of the culture.