Hatter

The grandson of Alberto Pulla, one of the longest established makers of 'Panama' hats in Cuenca.
The famous Panama hats have always come from Ecuador, it seems. It was the wholesale export via Panama that earned them the popular name.
There are ten different styles and four levels of quality (i.e. fineness of straw and therefore of weaving) - in this shop anyway - and with a concomitant price range from $15 - $200.

I didn't notice at the time (being occupied with finding a hat that fitted), but it now occurs to me that he could easily have made a much more tasteful choice for his own hat, under the circumstances...