Stetson: American Icon

Nothing symbolizes the dream of the American West, from its rugged, dramatic landscapes to its cowboy culture, like Stetson. It was founded in 1865 by John B. Stetson, an explorer and adventurer who, during a long Western expedition, fashioned a hat with a high crown and a wide flat brim that could withstand the elements. It worked so well that he decided to mass-produce it. Renowned for its handmade, high-quality hats, Stetson soon came to represent quintessential American values: innovation, resilience, and trailblazing independence.

With evocative archival imagery and glamorous advertisements tracing the history of the brand and highlighting key moments and trends in American history and culture along the way, and with essays by cultural historians contextualizing the significance of Stetson in American culture, this book is an exciting and stunning look at America’s most important heritage brand.