What makes something a women's hat?

A friend of mine is looking for a hat with a very wide brim, so I sent him a link to this one (picture link). He immediately rejected it because it’s a women’s hat. It is being sold as a “ladies gardening hat,” but I don’t think anyone would be able to identify it as a women’s hat just by looking at it. Is this just a case of gendered marketing, or does something about this hat really say “this is for women”?

P.S. Gendered marketing is when a product is marketed to a particular gender even if the product itself is unisex.