CoolCrew: Tampa mother-daughter duo turns hand fans into fashion statements

On a warm May afternoon in 2024, somewhere between bustling European plazas and winding cobblestone streets, a simple accessory sparked an idea that would soon become Tampa Bay’s newest lifestyle brand. For mother-daughter duo Stephanie Cook and Hailee Dayfield, what began as a practical purchase, a hand fan to beat the heat, turned into the foundation of CoolCrew Co., a bold reimagining of the classic fan as both necessity and fashion.

“We found ourselves reminiscing about how essential the fans had become,” recalls Dayfield, CoolCrew’s creative director.  “That’s when our love of fashion kicked in. We realized there wasn’t really a go-to brand making fashion-forward, high-quality fans, and in that moment, we thought, ‘Why not us?’”

By the time they returned home to South Tampa, the seed of an idea had bloomed into a business plan. Just over a year later, CoolCrew officially launched in July 2025, offering fans that are equal parts art, function, and style.

Fresh take on a timeless accessory

Hand fans have been part of fashion history for centuries – from Marie Antoinette’s Versailles to summer soirées in Havana. CoolCrew brings that tradition into the modern era with double-sided designs, a detail that sets them apart.

“When we set out to create CoolCrew, we did our homework,” says Dayfield. “Most traditional fans only have fabric on one side. We intentionally chose a fan style that allows for full double-sided printing, so every angle is expressive. To our knowledge, this approach is unique in the market.”

The result? A collection that appeals to everyone – from festival goers and beach lovers to moms chasing kids in the Florida heat. Each fan arrives in a sleek drawer-style box, making it as giftable as it is practical.

Cook, who leads sales and operations, says customers have been quick to notice the difference.

“The feedback we hear most often is about the quality, the smooth snap, the sturdy build, the size,” she says. “People get so excited when they realize our fans are double-sided. It feels like getting two fans in one.”

Building “the crew”

After launching, CoolCrew has sold nearly 200 fans in under two months and is already making its mark across Tampa Bay. At the Ybor City Saturday Market, the Daydream Art Market in St. Pete, and the Sunshine and Sunset markets at Midtown Tampa, their booth is easy to spot – bright fans fluttering, laughter spilling, and a steady stream of curious shoppers eager to test the snap for themselves.

“We’re home-based for now, but you can find us all over the Bay,” says Dayfield. “We’ve even begun working with local shops like Tides Seafood Market in Safety Harbor and Frenchy’s Outfitters in Clearwater.”

The brand is also stepping onto bigger stages. Later this fall, CoolCrew will vend at EDC Orlando, one of the nation’s largest electronic dance music festivals. 

“It’s our biggest stage yet,” Dayfield says with a grin.

Perhaps the most important part of their growth is the community behind them. 

“It’s just the two of us officially,” continues Dayfield. “But the ‘crew’ in CoolCrew is very real. Friends help at markets, spread the word on social media, and cheer us on. That energy has been a huge part of our success.”

Fans as Fashion

At the heart of CoolCrew is a belief that something useful can also be beautiful. Dayfield, the brand’s design mind, sees each fan as a canvas. 

“Fans are the perfect medium for creativity,” she says. “They let us turn something practical into a way to express your style. Bold enough for festivals, versatile enough for everyday.”

And while designs ranging from minimalist chic to maximalist flair are what draw buyers in, it’s the feeling that keeps them coming back. 

“When you’re at a festival, running errands, or heading out to dinner, a CoolCrew fan gives you a little boost of confidence, flair, and fun,” she says.

The mother-daughter synergy drives the brand’s aesthetic. 

“She’s my sounding board,” Dayfield says of Cook. “Every design has to be something we both love. That back-and-forth is a huge part of what makes CoolCrew’s look distinct.”

Crafted with care

All designs are created in Tampa by the duo and produced by a trusted manufacturing partner in China, their “crew.” Their advanced printing techniques make CoolCrew’s double-sided artwork and durable construction possible. The team stays closely involved at every stage, ensuring each fan perfectly reflects their signature blend of creativity, quality, and craftsmanship.

Just getting started

For now, the duo is focused on expanding their presence across Tampa Bay while dreaming up new designs. The fans, priced to encourage collecting, have already become staples for locals looking for style with substance.

“We’re only just getting started,” Dayfield says with a smile. “More designs, more events, and more ways to keep people cool and confident. We’d love for you to join the Crew.”

For more information, visit CoolCrew and follow them on Instagram at @coolcrewco and TikTok at @coolcrew.co