The athletic wear giant threatened legal action over the bar’s parody of its famous blue hat. April 14, 2021 A censored version of Little Brother's more profane take on the Outdoor Voices "Doing Things" cap. Illustration by Texas Monthly; Hat: Little Brother Matthew Bolick, cofounder of the Austin bar and burrito joint Little Brother, was joking around with his sous chef, Seth Jones, about merchandise ideas when Jones came up with a good one, one night in 2018. “He said, ‘You should do a hat like the Outdoor Voices ‘Doing Things’ hat that just says, ‘F—ing Around’ on it,” Bolick recalls. “I was like, that’s an amazing idea.” He tucked the notion into his back pocket, where it sat for a year and a half, while Bolick pursued other merchandising ideas for the group of small Austin businesses he helps run, which include the coffee shops and restaurants Brew & Brew, Better Half, and Holdout Brewing. Then, a year ago, Bolick decided to order a limited run of fifty hats that directly reference the omnipresent royal blue ball cap and its distinctive phrase “Doing Things” from the Austin-based athletic wear giant. Little Brother’s version of the hat is embroidered with a similar font, on a similar blue cap, and listed for sale on the bar’s website with product copy that read “Our iconic ‘F—ing Around’ hat in LB blue,” a parody of the text on Outdoor Voices’ web store. Outdoor Voices’ version of the hat sells for $28. The price on each of the hats Bolick made? $29. “We charged a dollar more,” he said.