# Monocle Revivals Process & Content's Introductory 'Mementos & Pastimes' Line Rocks By Marissa Brassfield | Published 2009-08-30 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/process-content-mementos-pastimes References: [thefashionisto](http://thefashionisto.com/blog/2009/08/introducing-process-content/) & [processandcontent](http://www.processandcontent.com/) Process & Content's introductory hat line for Fall 2009 is called 'Mementos & Pastimes,' and it's a fashionable blast to the past. From bowler hats outfitted with monocles to Stetson hats covered in bright buttons, there's headwear from every era. **Implications** - The recent recession prompted consumers to find more affordable products at thrift and vintage stores. This caused a resurgence in [retro fashions](https://www.trendhunter.com/trends/retro-collection) in the marketplace which consumers appreciate for their [elements of antiquity and rarity](https://www.trendhunter.com/trends/paranoid-fw25). Companies can appeal to fashionable demographics by incorporating these qualities into their product designs. We've seen a giant resurgence in [formal hats](https://www.trendhunter.com/trends/new-era-cap) like fedoras, bowlers and Stetsons. See Process & Content's 'Mementos & Pastimes' collection above, and check out some of my favorite millinery collections below. ## Trend Insights (Trend Hunter) - Score: 1.8/10 - Popularity: 42% | Activity: 4% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Millennial - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Hip Fashion](https://www.trendhunter.com/hipfashion) ## Key Themes ### Why This Trend Is Growing - **Retro Fashion Resurgence:** Companies can capitalize on the recent resurgence in retro fashions by incorporating vintage elements into their product designs. - **Formal Hat Revival:** There is a growing market for formal hats like fedoras, bowlers, and Stetsons, presenting a disruptive innovation opportunity for hat manufacturers. - **Affordable Thrift Store Products:** Consumers' preference for affordable products found at thrift and vintage stores can be tapped into by companies that offer similar affordable but fashionable options. ### Industries Being Reshaped - **Fashion Retail:** Fashion retailers can leverage the retro fashion resurgence by offering vintage-inspired designs and accessories to attract customers. - **Millinery:** The revival of formal hats presents a disruptive innovation opportunity for millinery manufacturers to create modern and stylish interpretations of classic hat styles. - **Thrift/vintage Stores:** Thrift and vintage stores can seize the market demand for affordable and fashionable products by curating an appealing selection of retro-inspired clothing and accessories. ## Related on Trend Hunter - [Pattern-Heavy Fashion Capsules](https://www.trendhunter.com/trends/needles-new-collection.md) - [Premium Headwear Collections](https://www.trendhunter.com/trends/pyper-malone.md) - [Unique Elevated Accessories](https://www.trendhunter.com/trends/highdive.md) - [Bread-Themed Fascinators](https://www.trendhunter.com/trends/bread-hat.md) - [Centennial Fashion Capsule](https://www.trendhunter.com/trends/farah-archive-collection.md) - [Avant-Garde Radish Accessories](https://www.trendhunter.com/trends/radish-hat.md) - [Vintage Silhouette Eyewear](https://www.trendhunter.com/trends/modern-retro-collection.md) - [Cozy Retro-Inspired Apparel](https://www.trendhunter.com/trends/retro-collection.md) - [Accessible Nostalgic Apparel Lines](https://www.trendhunter.com/trends/gap-and-den.md)