White Rabbit Trucker Cap — Flat Bill Snapback, 4 Colors

A white rabbit, on a black square, on the front of a hat.

She was sitting on a riverbank, bored, on an ordinary afternoon. Then something small and impossible went past in a hurry, and she got up and followed it — and nothing after that resembled the afternoon she'd been having.

That's the oldest version of this image and it's still the best one. A white rabbit is what appears at the edge of an ordinary day and makes it impossible to stay in.

It's been carrying that meaning since 1865, and it's picked up more since. Whatever it means to you, you already knew what it meant before you finished reading this sentence.

It's an invitation, not a statement

Most things printed on hats tell you something. This one just puts the rabbit there and waits.

Some people will see a rabbit. Some will see the whole thing — the sense that there's a version of events running underneath the visible one, and a way in if you're paying attention. The hat doesn't distinguish between them, and that's the design.

The people who follow it, follow it. Everyone else sees a well-made cap with a good graphic.

White on black, and why that matters

A white rabbit on a black square is high contrast by construction — it reads from a considerable distance and it holds up in low light, which is more than most printed graphics manage.

It also isolates the image. There's no text competing with it, no slogan explaining it. The rabbit sits in its own field, which is the correct treatment for something that's meant to be recognized rather than read.

The cap

Classic trucker construction — structured five-panel, high profile, flat bill, snapback closure. It stands tall and holds its shape rather than collapsing, and the flat bill keeps its line.

47% cotton, 28% nylon, 25% polyester. The nylon is what gives it structure and lets it shed light rain better than an all-cotton cap.

Head circumference: 21⅝″–23⅝″ (53.3–60 cm), adjusted at the back.

Four colorways: Black/White, Black, Silver/Black, Black/White/Black. All monochrome, which suits a graphic that's already black and white.

$34.99.

Which colorway

• Black — the quietest. The rabbit is the only thing happening.

• Black/White — classic trucker two-tone with a white mesh back.

• Black/White/Black — the three-panel arrangement, sharpest of the four.

• Silver/Black — the lightest, and the one where the black square reads hardest.

Who it's for

People who like an image that doesn't explain itself.

Anyone who's had the experience of noticing something small and following it somewhere they didn't plan to go — a book, a rabbit hole, a question they couldn't drop, a person.

Readers. The people who read the book before they saw anything else.

And anyone who prefers a graphic to a slogan. This is the only thing we make that says nothing at all.

As a gift

Easier than most of our catalog, because it doesn't require the recipient to agree with anything.

• For a reader

• Birthdays for someone hard to shop for — no politics, no in-joke, nothing to explain

• Secret Santa and office exchanges

• For anyone who's currently deep in something and won't come out

• For someone who likes good graphics more than good slogans

One size fits most, so no sizing risk.

Specifications

• 47% cotton, 28% nylon, 25% polyester

• Structured, five-panel, high profile

• Flat bill

• Snapback closure

• Head circumference: 21⅝″–23⅝″ (53.3 cm–60 cm)

• 4 colorways

• Original design by the creator of DistributeThis

• Blank product sourced from Vietnam or Bangladesh

Frequently asked questions

What's the design? An original white rabbit illustration on a black background square, on the front panel. No text.

Where does the white rabbit come from? Lewis Carroll, 1865 — the rabbit Alice follows off a riverbank and into everything that happens next. It's meant a version of that ever since: the small strange thing that appears at the edge of an ordinary day and turns it into something else.

Is it a reference to something? It's the rabbit from the book. It's been picked up plenty of times since, and whatever it means to you is what it means.

Is there any text on it? No. It's the only thing we make with no words on it at all.

Is it structured or soft? Structured, high profile, flat bill. It stands tall and holds its shape. You can bend the bill, but it'll resist.

Will it fit me? Head circumference 21⅝″–23⅝″ (53.3–60 cm) with a snapback adjuster. Measure 1″ above your ears and across the middle of your forehead.

Which colorway is best? Black is the quietest — the rabbit is the only thing happening. Black/White/Black is the sharpest. Silver/Black gives the black square the hardest contrast.

How do I clean it? Spot clean with cool water and mild detergent, air dry on a form. Don't machine wash — a structured cap that loses its shape doesn't come back.