This February, Piece of Art (POA) invites its community into a more intimate kind of Valentine’s Day with the release of the Lovers Club Collection—a thoughtfully designed hat drop that explores love beyond clichés and trends. More than a seasonal release, Lovers Club is a study of emotion, intention, and the quiet moments that define real connection.
Drop Details
The Lovers Club Collection officially drops on February 9th at 6:00 PM PST and will be available through two exclusive channels:
- Online via Piece of Art
(password-protected access at launch)
- In-store at Denim Exchange
8718 Garfield Ave, South Gate, CA 90280
The Collection: Three Hats, Three Emotional States
At the heart of the Lovers Club drop are three snapback hats, each designed to reflect a different emotional tone often felt within relationships—especially around Valentine’s Day. While each piece stands confidently on its own, together they form a cohesive narrative of love, vulnerability, and growth.
The styles include:
- Statement embroidered caps featuring bold heart motifs, script, and symbolic elements tied to devotion, intimacy, and openness.
- Black and grey tonal designs (the Harmony Hat) that lean minimalist and subdued, representing trust, balance, and emotional support.
- Detail-heavy finishes, including custom side embroidery, back hits, and interior elements that reward a closer look and deepen the storytelling.
Different moods. Different relationships. One unified Lovers Club.
Craftsmanship and Materials
Every hat in the Lovers Club Collection is built with intention, combining premium materials with expressive detailing to elevate both feel and meaning. Materials and features include:
- High-quality cotton construction for durability and comfort
- Silk interior linings for a refined, elevated touch
- Raised 3D embroidery and lettering for depth and dimension
- Custom chenille patches and crystal detailing for added texture
- Suede brims for a soft, luxe finish
- Sweat-resistant inner bands for all-day wear
- Custom metal enamel POA pins, including a heart-shaped pin exclusive to one Valentine’s Day style
Each element is purposefully chosen to support POA’s focus on craftsmanship, symbolism, and emotional storytelling—ensuring every piece feels as considered as the message behind it.
Inspiration: Valentine’s Day, Reimagined
Rather than leaning into surface-level Valentine’s Day imagery, the Lovers Club Collection explores what the holiday actually represents: anticipation, closeness, vulnerability, devotion, and the desire to feel chosen.
Florals—especially roses—serve as a central visual language throughout the collection. While they nod to classic Valentine’s symbolism, they also represent care, fragility, growth, and intention. Paired with restrained color palettes and tactile materials, the designs reflect love as something lived-in and evolving, not performative.
Each hat embodies a different emotional state commonly experienced on Valentine’s Day, allowing the collection to feel personal, relatable, and deeply human.
Pricing and Exclusives
All hats in the Lovers Club Collection are priced at $60.
In addition, POA is offering a limited early-purchase incentive:
the first 10 orders will receive custom Piece of Art candy hearts created exclusively for this Valentine’s Day release. These are not available for purchase and will never be reproduced, making them a true collector’s detail.
All orders will also include custom Lovers Club stickers, designed specifically for this drop.
Who It’s For
The Lovers Club Collection is designed for people who view fashion as a form of emotional expression. It speaks to romantics, couples, and gift-givers alike—especially those who see Valentine’s Day as meaningful rather than commercial.
With a core audience ranging from approximately 18 to 45 years old, the drop resonates with individuals who value storytelling, symbolism, and culturally driven design rooted in real-life experiences.
Marketing & Community Rollout
The Lovers Club release will be supported by a multi-channel campaign focused on emotional connection and community engagement, including:
- A phased social media rollout of teasers, reels, and campaign visuals
- An Instagram giveaway offering either the full Lovers Club collection or a curated Valentine’s Day date night by POA (California residents only)
- Targeted Instagram ads focused on Los Angeles, surrounding California regions, and look-alike audiences
- SMS text blasts with early access, reminders, and launch-day alerts
- Select influencer seeding aligned with POA’s aesthetic and values
- Exclusive community content, previews, and limited discount codes
Following the drop, customers are encouraged to tag and share their Lovers Club fits for continued visibility and storytelling.
Join the Conversation
Community engagement doesn’t end at checkout. Customers are invited to share feedback and styling content through social media, direct messages, and by using the official campaign hashtag #LoversClub. Select posts will be re-shared on POA’s Instagram Stories to spotlight real moments from the community.
Additional engagement continues through POA’s community group and SMS channel, where supporters can connect, share reactions, and gain access to future releases and exclusive offers.
More Than a Drop
Ultimately, the Lovers Club Collection represents more than a Valentine’s Day release—it’s a reflection of POA’s belief that connection itself is a form of art. Through thoughtful design, intentional materials, and emotionally grounded storytelling, this drop honors love in all its forms: quiet, layered, imperfect, and deeply real.
Lovers Club invites the community to slow down, show up for one another, and find beauty in the moments that matter most.
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