A hat storage and fashioning rack includes tubular sleeves for housing and supporting the outer surface of the brim in a manner that fashions the hat by gradually imparting a permanent curvature to the brim. The sleeves are carried on a mounting base that may be attached to convenient mounting surfaces such as walls, door closets and the like enabling display, storage and access to the hats. The curvature is effected by gradually relaxing the brim into conformity with the sleeve thereby imparting a permanent set to the brim and overcoming the memory tendency of the brim material to return to the original manufactured shape. After attaining the desired shape, the contour remains notwithstanding use or storage in other locations.