Mill, whose real name is Robert Williams, will become a co-owner of Lids, North America’s largest retail seller of hats and licensed sports products. He’ll also lead the company’s creative strategy and release a limited-edition line of hats through the brand in August.
Mill joins the Lids ownership team by way of his close connection with Michael Rubin, the co-owner of the NBA’s Philadelphia 76ers, the executive chairman of the sports retailer Fanatics, and a cofounder of Mill’s Reform Alliance Foundation for criminal-justice reform. (Lids’ ownership includes Rubin’s Fanatics and the investment firm Ames Watson, which acquired Lids in February.)