Bjorn Salubi’s love for hats and confidence led to him starting his own business
Acting your age does not apply to Bjorn Salubi. The nine-year-old from Bexley has shown from a young age that age is no barrier when it comes to wanting to inspire. Whether it’s motivating his classmates or those older than him, talking about the positive affirmations printed on his hats or performing at Buckingham Palace, Bjorn has shown there are no limits to how far he can go.
Bjorn’s mum has been there to witness his growth and even she is ‘amazed’ at his confidence at times. Now, he runs his own hat company with secret messages hidden inside to inspire positivity, making him one of the UK’s youngest entrepreneurs.
She told MyLondon: “He’s such a confident boy. He did a podcast and he was asked ‘what would you say to a nine-year-old who wanted to win this award? He replied – ‘believe in yourself, persevere and don’t give up’. The interviewer looked at him and asked him ‘how old are you again?’ That’s the type of boy he is.”
From a young age, Bjorn was passionate about positive affirmations and speaking that into your life. Growing up in Bexley, he would always wear hats, in particular, flat caps. His hat is what made him ‘comfortable’ instead of the usual blanket or teddy bears that is usually associated with young children. These flat caps that he loved eventually became Hatitude.
Bjorn said: “Hatitude is important to me because I always wanted to spread confidence to people. When people wear the hats, they have positive messages on the tags, when they read it, I want them to feel confident. I decided to do it because I wanted to keep putting out positive products; I would love to see Hatitude become a great business.
Hatitude is a range of flat caps inspired by Bjorn that come with positive affirmations aimed to build confidence and show people that ‘they are enough’. The daily positive affirmations Bjorn would read before he would go to school helped build his confidence.
He said: “I always wear hats so that is why I chose flat caps. It shows confidence and I want to people to feel like me when I wear them.”
His mum added: “He would come up to my husband and I and say ‘I want people to feel the same sense of confidence that I have’. We asked how would you do that and he said – ‘I want everybody to wear my hat’.
“Profit and making money wasn’t the main goal but he wanted to spread a message of confidence and positivity by having small daily habits to help feel stronger. Every packed product comes with a tag that they can put in their bag or as a bookmark that serves as a daily reminder for people. If you’re feeling low, look at the tag and it helps you feel better.
“Hearing him talk about these issues, spreading positivity, to see him want to be a part of changing the movement is beautiful. It’s important for us to support him in his passion. He’s been asked by his school to speak to kids in Year 7 and 8! He’s only nine!”
Bjorn has been involved in every stage of the business, from developing the brand concept and design to learning how to manage stock, set up sales and speak confidently with customers. As well as hats, he also sells t-shirts with positive messages on them.
He first launched his business at a local school fairs before progressing to the Young Entrepreneurs Market and Leadenhall Market in London, where he successfully introduced his brand to a wider audience. He will be opening his own stall at a young children’s showcase in Hammersmith and Fulham on March 28.
Bjorn’s mission to drive positivity has seen him win awards at multiple events, most recently being ‘Highly Commended by the West London Business Awards. He recorded a song at Buckingham Palace for King Charles’ Christmas production in 2023 past of his local choir in Bexley. He was also recognised by the council with the Civic Recognition Award 2024 for ‘Outstanding Achievement’ – at the age of seven.
His mum added: “He started to win awards at school and his confidence was always growing. He started talking to us about the other people, his friends who are struggling and he would said I want people to feel better.
“(His motivations) weren’t to make money but to spread positivity and encourage people to have small daily habits that will help them feel stronger in themselves. He believes in this so much so as parents, we are behind him because this is his passion. Entrepreneurship helps teach about responsibility and and resiliency.”
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