I own a few VS, and have only been to the Optimo southside store to try touch, see, feel, try on, etc. There is absolute value in being able to stop by a store for this purpose. I can appreciate what Graham is providing in that respect, as well as a great hat. As for the quality differences I found; these hats (from either Art OR Graham) are both like pizza or sex. Even the "lousy" ones are excellent!