Stetson Stories

Widely imitated, never replicated, since 1937.

Four decades after the debut of our iconic men’s fragrance, the next generation of Stetson Man is ready to saddle up. Watch our new campaign film starring Luke Grimes, and rediscover the Original western fragrance for men.

This fall, European audiences will get the opportunity to get up close with Stetson’s storied past and present thanks to a starring role and co-sponsorship of Heads Up: Hats, Hoods, Hip Hop Caps, an exhibition on the history of headwear.

How a South Dakota nonprofit is elevating the lives of Lakota Ogala youth through horsemanship.

Ian and his brother Justin Martin are co-owners of Adirondack Guide Boats, a small-scale operation in Western Vermont that produces these boats, each of them a product steeped in legacy, craftsmanship, and hard-nosed determination.

Nearly 200 years after his birth, John B. Stetson, and the company he founded, are synonymous with innovation, independence, and handcrafted American headwear.