Brand Loyalty is a column that explores our cultural obsession with brands—like Kanye West’s discovery of Vetements, Prada's short-lived cellphone, and Kristen Stewart's favorite Outdoor Voices hat.

CHICAGO (WLS) -- Palatine resident Mark Lackinger has been named the 2018 Lids Ultimate Hat Collector in recognition of his massive baseball cap collection that was started more than a decade ago.

Tim Arzaga has been collecting hats since 2006. By his own admission, it’s a chore to take inventory. It's easy to see why. “At last count, I have over 1,000 hats. Of Padres alone, currently between ...

Mitchell, S.D. -- A Minnesota man could wear a different baseball cap every hour for nine years and not get through his collection. Volunteers have counted 82-thousand-792 of them. It's an unofficial ...