Ercegovac

In the heart of Belgrade, on Terazije Street, there’s a shop that has been selling handmade women’s hats for almost a century. The Ercegovac brand was founded in 1927, when Vojislav Ercegovac and his wife Jelena opened their first store — and since then the family name has been closely tied to the art of hat-making.

The Ercegovac shop at 40 Terazije has preserved its 1930s façade and interior, while its windows are filled with hats of every shape: from classic felt and light straw to turbans, berets, and bridal accessories. Each hat is crafted by hand, and the designs carry on the family tradition while adapting to contemporary tastes. Recognizable forms are refreshed with new materials, accents, and details. The collections include both refined minimalist pieces and bolder choices — bucket hats, caps, or models with distinctive ribbons and brooches.

At Ercegovac you can choose a hat not only by season, but also by mood. The selection is complemented by hair accessories and colorful decorative elements that can add a fresh accent to your look.

For almost a century, Ercegovac has been passing down the craft of hat-making from one generation to the next. Loyal customers come here for pieces that can’t be found in mass production — and new visitors quickly understand why.