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There is likely no brand that dominates the hat industry quite like Stetson—a household name that conjures up images of the Wild West, cowboys, presidents, and cultural icons. Stetson revolutionized headwear in 1865 by creating the world’s first cowboy hat, at a time when people longed for the West and the dreams of Manifest Destiny. Today, Stetson is a world-famous brand celebrated for its legendary Stetson cowboy hats, western hats, and a diverse collection of high-quality headwear for men.
From the Wild West to modern pop culture—with icons like Beyoncé recently embracing the western trend in a Stetson Shasta—the brand has cemented its legacy. Stetson’s iconic lineup includes the Stetson Lariat, Stetson Open Road, and Stetson Corral—all celebrated for their durability and authentic design. Beyond western styles, Stetson offers timeless classics like the Penn Bogart and genuine Stetson Panama hats, perfect for refined style.
The legendary Stetson cowboy hats are still made to this day in the Stetson factory in Texas. It takes a skilled but small workforce two whole days to complete a single hat. Unlike other major hat companies, Stetson produces their hat bodies in-house. This means they do not rely on outsourced fur felt, but rather maintain total quality control from the very beginning of the process.
Fur is the ultimate marker of quality and determines the 'X' factor following the name. The scale ranges from 1X to 10X. The Stetson Open Road, for example, is a 6X fur felt, indicating super fine quality. Stetson uses only the most valuable down furs, as they are the finest and retain the best attributes in rain and tough weather. From start to finish, about 100 sets of hands complete each hat, with traditional techniques like hand-steaming and manual shaping of the crown (such as the signature Cattleman's pinch) still used today.
Few products are more iconic than the Stetson Open Road. Imagine a Porsche 911 or a Coca-Cola bottle—these items are symbols of their branding, and the Open Road is exactly that to Stetson. Its shape dates back to the 1930s when the mythos of "the open road" was coming to fruition as Route 66 began funneling travelers across the country.
By combining a western Cattleman's crown with a refined, slightly upturned brim more akin to the fedoras of the era, Stetson produced an icon in 1948. Marketed as the perfect "in-between" hat, it was equally at home on the ranch as it was in the city. The Open Road became a massive success, famously worn by presidents like Lyndon B. Johnson and Harry Truman, as well as celebrities across film and music genres.
Flat caps have seen a major resurgence, with many seeking that vintage heritage style. The Stetson Hatteras (Newsboy cap) is a perfect example, featuring a classic 8-panel construction and a traditional silhouette. For a sleeker, more modern look, the Stetson Texas offers a shaped duckbill style that follows the natural shape of the head.
For a casual, everyday option, the sought-after Stetson Trucker Caps deliver both heritage style and comfort. Featuring mesh-paneled backs for breathability and embroidered motifs, they remain a versatile statement piece for any wardrobe.
Fur felt is exceptional, but for the summer heat, nothing beats the breathability of straw. To be a true Stetson Panama hat, the hat must be hand-woven in Ecuador from specific Toquilla straw by experienced artisans. It typically takes a worker about six days to hand-weave a single hat.
Stetson also offers rugged Raffia straw hats for a bohemian look, and Toyo straw hats (made from woven paper), which are ultra-light and economical. Just like felt, the quality of the weave is often indicated by an 'X' factor—the higher the value, the finer and tighter the weave.
With proper maintenance, a high-quality Stetson can last several lifetimes:
For travelers, Stetson Vitafelt hats are an ideal choice, as they are specially treated to be waterproof, crushable, and packable while retaining their original shape.