Mother of Antonio Lo Iacono, who died in on-field footy collision, launches hat brand for her son

Antonio Lo Iacono died in a sickening on-field collision during a Hills footy match this year – now his mother has ensured one of his lifelong dreams has come true.

When Wendy Smith farewelled her 20-year-old son Antonio Lo Iacono at his funeral in May, she promised to honour his legacy.

Now, Ms Smith is bringing to life one of her son’s dreams – his own hat brand with designs celebrating everything he loved about life.

Ms Smith will on Sunday officially launch Happy Lids at the Concussion Legacy Foundation Australia’s Team Up Triathlon at Semaphore Beach.

“Antonio before his tragedy had designed some artwork for caps and … he’d always be talking about it with his mates,” Ms Smith said.

“After his passing, I said let’s get his hat idea off the ground.”

Mr Lo Iacono died after an on-field collision during a Hills Football League game in April, with his mother advocating for better management of concussion in amateur sport.

“So many people and the community are just uneducated in concussions and don’t actually understand some of the impact that concussions can cause,” Ms Smith said.

“There are a lot of side effects and with that it affects your mental health.”

Ms Smith, a foundation advisory board member, said while planning her son’s funeral, she realised Mr Lo Iacono was “always” wearing a hat.

Wendy Smith is launching hat brand called Happy Lids, in her son Antonio's memory. Picture: Ben Clark

“Antonio was a really happy kid … and he was such a larrikin and he just would have this beautiful gift of uniting people and having fun and these hats are all about having fun and just being happy and looking after your wellbeing and your lid,” Ms Smith said.

“I thought what a great way to marry the two together to raise funds, bring concussion awareness to the public and bring Antonio’s idea to life.”

Ms Smith has partnered with the Concussion Legacy Foundation Australia to launch the hats, which will be available to buy at Sunday’s triathlon, with all proceeds going to the foundation.

“Hopefully it takes off and I can contribute to being an ongoing fundraiser for the foundation so we can provide more research and education around concussion awareness.”

Mr Lo Iacono’s close friends said it was “amazing” to see his vision become a reality.

“He was always happy,” close friend Will Goldsmith said.

Birdwood footballer Antonio Lo Iacono died after an on-field collision during an Adelaide Hills Football League match. Picture: Supplied

“Wearing the hats sort of reminds you just to be positive and do things that you enjoy and make the most of every moment,” another close friend Dylan Haskell added.

Neuroscientist and Concussion Legacy Foundation Australia board member Alan Pearce said he hoped Happy Lids would become a regular fundraising avenue for the foundation.

“We need to obviously address safety in sport generally,” Dr Pearce said.

“You’ve really got to look after players, your teammates, coaches have got to make sure that sport is played safely with proper tackling techniques and respect for the opposition even though you’re there to win.

“No one should go and play sport and not come home.”

Ms Smith, who this year launched legal action against the SANFL over its alleged mishandling of her son’s concussions in the lead up to his death, thanked her employer, Vocus, design company Banquet and Norwood printing business Kwik Kopy to help launch the brand.

Happy Lids hats, which will be available to purchase in person at Sunday’s triathlon, will be for sale online at www.happylids.com.au from early next year.

Ms Smith said she hoped to grow the brand in her son’s honour after Sunday’s launch.

“It does bring me comfort,” she said.

“It’s meaningful and it’s purposeful.”