Technology and design agency Bright Bright Great and its photography subsidiary Mlmtr reworked the first of three sites for hat brand American Needle as part of a comprehensive rebrand, and also in part to prepare for American Needle’s upcoming 100th anniversary. Presenting the brand’s hats within the context of a lifestyle image, the site’s core function builds upon specific products and collections, helping direct customers along a smooth course to find the exact hat they want. A robust number of photos capture American Needle’s catalog, and the primary and secondary navigation systems organize the extensive catalog by collection and brim shape.