Yep, or use the George Strait theory - find something the girls like and the boys will follow.
In the last 6 years the number of custom hatters in my area has gone from zero to 6. I am the only one making classic fedoras, one other making classic western hats and the other 4 are the modern BoHo distressed hats. The bad news is that they are charging upwards of $1200 for their 'creations'. I have no idea who is buying them but somebody is. So if you wanted to make any money at this endeavour then the BoHo is the way to go.