“Y’know when a dog tastes blood for the first time and you’re like, ‘Welp, Fido is obsessed with catching squirrels now’?” Kendall Word recalls picking up a Stetson from a vintage shop in Austin: she comes from a long line of Stetson-wearers, but there’s nothing quite like your first time. The Queen of Commerce is a title that begs a certain amount of grit and grace – and Kendall would know: she’s writing the rulebook.