NEW YORK ― When soul legend Aretha Franklin belted out "My Country 'Tis of Thee" at U.S. President Barack Obama's inauguration ceremony last year, the whole three minutes weren't't just hers alone. They were Luke Song's as well.
He knew it ― because, immediately after Franklin's powerful performance was over, his phone started ringing off the hook.
"We were inundated with personal and media phone calls from all over the world," said Song, the man who created the oversized gray hat that the Queen of Soul was wearing for the inaugural stage.
"We were surprised by the amount of attention and interest," he said in an interview with The Korea Times.
The Korean-American designer isn't exaggerating, as the media buzz ― both on and offline ― over the so-called Aretha Hat was huge.
Everyone from celebrity talk show host Ellen DeGeneres to women on ABC's "The View" talked about the hat, while The New York Times, Los Angeles Times and other newspapers wrote feature pieces on the headgear's success.
Dozens of Web sites were created to highlight the custom-made chapeau, which was dubbed as the "most talked about fashion item" that arguably got more media coverage than first lady Michelle Obama's dress.
The hat instantly took Song to fame.
And all of this hoopla naturally meant more business for him.
His clientele used to be 90 percent African-American, churchgoing women before, but now he has a much wider consumer base after Franklin's stage.
"Our demographic has been shifted to more main stream," said the Detroit-based milliner who sold thousands of the Aretha Hat since it made its debut. Priced at $179, the piece now comes in a variation of colors.
Volume for new orders is still high, which keeps Song and his team of experienced seamstresses busy around the clock.
The 36-year-old has now cemented his success as a designer, but today's accomplishment in the industry is something he would've never imagined more than 10 years ago.
"I initially wanted to become a research bio-chemist," said Song, who says he had no intentions of taking over his parent's hat business, "but after studying three and a half years of bio-chemistry in college, I found that the science career was not me."
He did realize, however, that his passion was in the Arts. So Song made a switch to enter the Parsons New School for Design in New York as a first step to kick off his lifetime career.
"My design philosophy is simple," said Song, who creates custom hats that range from $200 to $3,500. "Design something beautiful and timeless without restrictions."
His work will soon be displayed in the Smithsonian, as well as other museums, art galleries, movies, magazines and fashion shows.
Asked whether he incorporates elements from Korean culture into his work, Song said he does so naturally, unknowingly.
"I don't begin a design set out to make any 'Korean' inspired items but I believe that I unconsciously place Korean elements into the designs," said Song, who visits Korea at least once a year.
He says thinking current, relevant and fashion-forward is important in his design work.
"There is forward thinking and always staying a few steps in front of everyone... I guess it is called avant garde in its truest form," he said.
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