It may be time for a New Hat!

Chase Rice has partnered with Lids, the world’s largest retailer specializing in the sale of officially licensed and branded headwear, to create exclusive hats under his Head Down Eyes Up brand. The first design is available exclusively at select Lids retail stores and on Lids.com starting now, with an additional design to follow on Thursday, August 26th.

The “Head Down Eyes Up” mentality that inspired the apparel brand was born during Chase’s junior year at the University of North Carolina. While rehabbing an ankle injury sustained during the opening football game of what was set to be his breakout season, he caught his reflection in the mirror with his head, but his eyes were up. From that day on, “Head Down, Eyes Up… Keep Going” became Chase’s personal motto.

He said, “I started writing HDEU on my hats as a reminder to myself; as a motivation to not give in to any of the pressures around me. After a while I started seeing that fans at my shows were writing it on their own hats, so I went to Lids and got 30 custom hats made to put out at the merch stand. We sold them all. I never set out to launch a clothing brand, but in that moment I realized just how universal this message is – everyone faces different challenges in life and no matter what those obstacles are we can all use the reminder to keep your head down, eyes up… keep going.”

Chase’s partnership with Lids offers fans two upgraded versions of his original Head Down Eyes Up hat design. Featuring the classic HDEU lettering in a raised camouflage pattern on a classic snapback with matching camouflage under the brim, the first design is available now for $29.99.

A second hat, created in collaboration with Local Crowns, features a gray mesh back and includes the HDEU logo on a leather bison motif. It will be available for purchase for $27.99 beginning on August 26th.

In addition to online availability at Lids.com, both HDEU hats will be featured in Lids stores throughout select areas of personal significance to Chase — his current home, Tennessee; his home state, North Carolina; and his birthplace, Daytona Beach, Fla.