About Us

The mountain towns around Lake Tahoe are home to an outdoor counterculture that could only exist in California.

Born of the region’s contrasts of peaks and lakes, snow and beach, it’s a place full of rebellious, youthful energy a place where the only thing taken as seriously as outdoor performance is having a good time.

We got our start making a simple yet symbolic beacon of the California Mountain Life: the trucker hat.

But we're far more than just a hat. California has always been home to a unique brand of energetic counterculture. A place that still believes that the best athlete on the mountain is the one having the most fun. A place that created its own numerical assessment of radness where international icons drop cliffs naked and where 12-year-old groms call out pros in the lift line. A place where you can climb tall Sierra granite in the morning and crack a beer from the comfort of an inner tube on the Truckee River that afternoon.

We hatched bigtruck® to celebrate this place and the people who give it it’s irreverently adventurous spirit but if we’re honest, this is all so much bigger than the hat, it just has to be... We are bigtruck®.

 Custom Made Easy.

Stop in one of our Factory stores and design your own custom bigtruck® hat. We are open to the public 7 days a week from 10 am to 5pm at our Brockway location.

Settle into a seat in our community design area and select from 20 plus hat styles (toddler to adult sizes) and a relatively limitless number of custom patches and flags to come up with your very own custom bigtruck® hat. If you need help or suggestions, we have staff on hand to help. Once you decide on your design, just walk back to the factory area, hand your masterpiece off to the production team and watch your hat being made. It takes about 3 minutes to build. Immediate gratification at its finest!

And for those that might get a little overwhelmed designing their own hat, we also have our entire “ready to wear” collection available for purchase. This includes all the styles you can see on our website plus limited editions and crazy one offs that are only available at the factory.

We are super conveniently located a couple minutes off I-80 in The Rock shopping center, near the awesome 5050 Brewery and Drunken Monkey Sushi.

If you can’t make it to our factory store, please check out the Custom Shop on our website. We will be sad not to see you in person, but you will still get to make yourself a completely unique and personalized bigtruck® hat.

All ages welcome. Talent has no age restrictions. Some of the coolest hats come from the under 5 yr old crowd! Hope to see you soon.

Hat Bar Hours: 
Summer Hours: 
Monday & Tuesday : By appointment only for a private hat building experience call 530.214.3300 or email info@bigtruck.com. Please include your name, date & time you wish to visit and how many are in your party.
Wednesday: Saturday: 10 am-5pm
Sunday: closed through July
Hat Bar Locations: 
11209 Brockway Rd. Suite #106, Truckee, CA 96161