Since 1630, hats known as Panama Hat are handwoven in Ecuador; made of "Toquilla Straw" Palmata Carludovica.
In 1906 Theodore Roosevelt wore one of these when visiting the construction of the Panama Canal. His photography toured worldwide. Since then the Ecuadorian Hats are known worldwide as the "Sombreros de Panama" or "Panama Hat".
1977
German School Humbolt Guayaquil the beginning of an alliance
Edgar Sánchez (August 10, 1963) and Alejandro Lecaro (February 18, 1962), both Ecuadorian, first met at the age of 12 at the German School Humboldt (CAH) in Guayaquil. In 1981, they graduated together in the 13th graduating class of CAH, without knowing that two years later they would begin a journey together, promoting Ecuador around the world.
1983
Handicraft Trade
In 1983, they began selling a variety of Ecuadorian handicrafts, ranging from “ponchos” to Andean musical instruments, all from a small shop in downtown Guayaquil.
Their first exhibition took place at the most important indigenous market in South America (Saturdays in OTAVALO). Their next step was the Durán fair, known as the “October Festivities”. At this national fair, concerts were organized featuring well-known artists such as Miami Sound Machine with Gloria Estefan. The musicians wore Ecuadorian natural fiber hats, known as Panama Hats, during their performances. This inspired both partners to begin commercializing this iconic Ecuadorian product.
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1986
Crossover to the Atlantic
In 1986, these young entrepreneurs made their “crossover” to the Atlantic, taking advantage of their knowledge of the German language to open paths previously unknown to Ecuadorians.
With a piece of fabric on the floor and their products displayed, they started at a flea market: Rosenhof in Zurich, Switzerland
1987
Our first European Client
Later, using a door-to-door strategy, they met their first European client: Dr. Urs Grütter (owner of the leading high-end retail chain at the time, “EL TUMI”, established in Switzerland, Germany, and the USA).
1988
From Clients to Friends
During that year, we also started a very good friendship and business relationship with another Swiss client, Daniel Blanchard. He is still our friend and client to this day. In the photo, he appears with Daniela Lecaro, the Export and Production Manager of Ecua-Andino, during one of his trips to Ecuador. (Ingapirca Ruins)
1989
First Contact with the German Chamber of Commerce
“Those who speak two languages cross borders. But those who speak three unite cultures.”
In 1989, they contacted the Ecuadorian-German Chamber of Commerce to obtain financial support granted by GTZ and to exhibit at German trade fairs.
Two months before the fall of the Berlin Wall, Ecua-Andino had already participated in an international trade fair in West Berlin. That year, they secured only two Norwegian clients SRI crafts (Stavanger) and Orient shop (Oslo), which saved the company from bankruptcy.
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1990
The Beginning of a Journey: 25 Years at Elite European Trade Fairs
Ecua-Andino has positioned itself as the world’s number one Panama Hat brand. This has been partly due to its multiple participations in elite professional trade fairs around the world, including France, Germany, the USA, China, Japan, Spain, Austria, Greece, Australia, among others. This photo was taken during the Ambiente Show in Frankfurt.
1996
Ecua-Andino participated in the first Asian Show in Hong Kong
This year, Ecua-Andino participated in the Hong Kong International Gift Show. This was the open door to our future expansion in Asia. To date, we have distributors in Japan, South Korea, China, Taiwan, Thailand, Singapore, Malaysia, Indonesia, West Asia (GCC countries), as well as Australia and New Zealand.
2000
New Focus: Innovation on colors and models of Panama Hats
The contrasting personalities of both partners—Edgar, the businessman focused on numbers, and Alejandro, responsible for developing the creativity of each year’s collection—gave the company a new direction, focusing on Ecuador’s most famous product: the Panama Hat.
By the mid-1990s, brand identity was strengthened, and from then on, Ecua-Andino began making its mark on international runways, presenting the hat as an essential, high-fashion accessory. Ecua-Andino has uniquely and originally linked Latin American identity with the European vision of fashion accessories.
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2001
Entrepreneurship Projects as Job Generators in Rural Ecuador
Undoubtedly, one of Ecua-Andino’s most remarkable achievements is its social work and economic support provided to various communities along Ecuador’s Coast and Highlands.
Alejandro stated in an article for The Hat Magazine:
“When I travel to Libertador Bolívar and see how this small town has gained confidence and progressed, I feel very proud. Women stand out because they learn easily and teach this skill to other members of their community. In 2001, only Mrs. María had the ability to weave a hat; today, there are nearly 800. This has not only been evident here, but also in neighboring towns. There are small shops along the road where women sell these and other handicrafts, which has improved their well-being.”
Currently, Ecua-Andino provides work opportunities to more than 3,500 independent workers spread across approximately eight provinces in the country, as well as 50 employees, as well as 50 employees. Read the entire article made by Carole Denford and Nigel, the top journalists of the Hat fashion world here.
Initially, only the traditional white classic model was sold. Over time, more models, tones, and innovative weaving techniques were introduced. This evolved the image of the typical white hat with a black ribbon, once accepted as “the only Panama Hat.”
2005
Participation in different Fashion Shows
For more than 40 years, Ecua-Andino has been present at leading international fashion trade shows worldwide.
Over the years, the daughters of Alejandro and Edgar have also taken part in these fairs, learning the business firsthand and becoming an integral part of the company’s growth. Daniela appears in the photo with Mr. Breiter (rest in peace) at a fashion show in Munich when she was 16 years old.
2006
Recognitions
Ecua-Andino is the creator of the Hat Route, which runs from Barcelona Sinchal to Montecristi. Visitors can learn about the entire straw-processing procedure and observe weavers practicing this ancient craft. In 2006, Ecuador’s Ministry of Tourism awarded Ecua-Andino for its valuable contribution to the country’s tourism development.
Ecua-Andino has been invited to participate in sporting events such as the Rolex Saphir Golf Tournament (Palmas), Lorena Ochoa events (Mexico), and Cartier Polo (Dubai). The brand is present every year at the most important tennis event in Paris, Roland Garros. During the 2006 FIFA World Cup in Germany, 30,000 hats were purchased by the German company BZ-COM, specialists in marketing and tourism promotion.
2012
Videos
Ecua-Andino’s marketing and design department has consolidated the brand worldwide, captivating fans and leaving a mark on contemporary fashion.
Ecua-Andino was the first Panama hat brand to produce launch videos for new collections in the world. Ricky Cohete, an Ecuadorian director based in the USA, is the creator of the brand’s collection videos. Each year, a different style is implemented, exploring Ecuador and the essence of Ecua-Andino.
We have a special collaboration with the singer Eric Bibb
Who kindly gave us his approval to use one of his songs as part of our anthem.
2014
Blog Panamaholic
Andrea Lecaro, the third daughter of Alejandro, started the first blog about Panama Hats in the world panamaholic
2015
The luxury line
In response to the need to offer a Premium line to a market segment seeking superior quality and a more classic style, the new brand DON BELISARIO (DB) was developed as a tribute and homage to Edgar Sánchez’s father, one of the founding partners. Mr. Belisario Sánchez (rest in peace) is an example to everyone who is part of the Ecua-Andino family.
2017
Lauching event by Central Thailand
During a conference in Bangkok, Thailand, at the opening of a store in Central Department Store, Alejandra Lecaro, the eldest daughter of Alejandro Lecaro, spoke about the origin of the Panama hat.
She is a vital part of the company, having studied Fashion Management in Paris, and has helped Ecua-Andino reach many milestones and enter new markets.
Ecua-Andino is the only Panama hat brand in the world that unites culture with the art of weaving and has been featured in several conferences around the world. This year, we traveled to Shanghai to deliver a special speech on the relationship between China and Ecuador through Panama hats.
2018
Thai Breeze
The Central Department Store created a fashion video featuring our hats in various locations across Thailand.
2019
Opening Franchise store in Taiwan
We opened our first franchised store in Taiwan, Asia.
2019
First Runway in Asia
We held our first fashion runway show in Taiwan, Asia.
Today, Ecua-Andino continues to conquer new markets and has taken part in numerous sports and cultural events, where it honors and pays tribute to the legacy of the master and the unknown weaver. We continue to write our story—we will share it with you, so stay tuned.
