A brand that has been an iconic symbol associated with the Wild West and the American cowboy since the mid-19th century. During a time when a hat was an integral part of a man’s wardrobe, Stetson was synonymous with quality and style.
Stetson’s current reliance on the rugged American persona has limited it’s potential and their products have become convoluted and unoriginal. The challenge was to elevate the brand into new territories and reestablish Stetson’s strong sense of identity for the modern man.
From the beginning, John B. Stetson wasn’t solely concerned with making better hats, he was equally interested in making better men. Stetson’s new mission returns to the essence of John B.’s original goal—to arm the ambitious man with the confidence to determine his own fate. Capable, confident and in control are qualities the brand instills in its clientele. Targeting men on the way up, Stetson doesn’t question how you get there. The end result is a brand with both edge and sophistication. Stetson no longer sells hats; it sells services and a lifestyle for those who can afford it.