Max Siegelman had a logo before he had a brand — borrowed from his father's harness racing stable, Siegelman Stable. The logo felt like it was meant to be on a hat, so when the pandemic hit, Max put $600 down and started making them. No outside money, no rapid scaling. He funded each production run with returns from the last, built buzz with rappers and shipped hats to the NBA Bubble in 2020. Then in 2022, one of his hats ended up on Kendall Jenner during Paris Fashion Week. Max had 15 minutes to get his website ready and he made the moment count.  Join Ben and Kathleen as they talk to Max about building a luxury brand on legacy and scarcity, why limited drops beat mass production, and how travel fuels the aspirational mystique that makes Siegelman Stable impossible to ignore. These are The Unshakeables.See omnystudio.com/listener for privacy information.