I’m a Celebrity…Get me HAT of here! Exeter family firm’s surprise sale

I’m a Celebrity…Get Me ‘Hat’ of Here! A countryside clothing business based in Exeter was the one-stop shop for television producers kitting out the latest stars of the ITV show.

The Farmers Friend, in Cowick Street,  St Thomas, Exeter, has supplied wax hats to the 2020 contestants of I’m a Celebrity…Get Me Out of Here!

The hats have been seen on the set of the 2020 show, filmed in North Wales at Gwyrch Castle, worn by long-distance runner and Olympian Mo Farah, television presenter Vernon Kay, Strictly dancer AJ Pritchard, Coronation Street actress Beverley Callard, EastEnders actor Shane Ritchie and journalist Victoria Derbyshire.


The ITV production team bought a matching set of wax hats, seen here, for this year’s contestants.
Photo credit: ITV/The Farmers Friend.


Olympian Mo Farah, one of the 2020 I’m a Celebrity contestants, seen wearing one of the hats bought from The Farmers Friend, in Exeter.
Photo credit: ITV/The Farmers Friend.

After the production team snapped up the matching set of Olney explorer wax broad brim hats from family-run country clothing and saddlery store, the The Farmers Friend team’s phones started ringing.

James Phillips, a director at the 140-year-old family firm, said: “ITV bought around fifteen hats but did not say what they were for. It was a strange situation.

“But two minutes after the opening show of I’m A Celebrity our phones started ringing to say the celebrities were wearing the hats we sold them.”

He added: “I’ve no idea why they chose us. We had the stock available and it maybe they wanted to support local businesses.

“It’s good for us and was a quick in-and-out sale. And since the show started, we have sold a few more of the hats too.”


The Farmers Friend, in St Thomas.
Photo: The Farmers Friend.

This year’s show is being filmed at Gwyrch Castle in Abergele, North Wales.

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