The Right Hat; Feel Taller, Stronger and More Beautiful

The cowboy hat is synonymous the the USA by embodying the romanticised national myths of westward expansion, rugged individualism, and frontier justice, which were then magnified by popular media. This idealised image, though based on a diverse historical reality, captured the American imagination and became a global symbol for the country. And with the Cowboy came the horse, the saddle and of course the hat. Stetson is probably the most famous maker of this style of headwear and for Autumn 2025, has brought out with publishers Rizzoli a new coffee table book, Stetson: American Icon, spanning 320 pages and bringing together 160 years of history, innovation, craftsmanship, and culture in one collectable volume. Find out more in The Right Hat; Feel Taller, Stronger and More Beautiful

Cowboy History

When many of us think of the great expanse that is North America, images of expansive country come to mind, dr,y and hot desert and in the picture stands the great American cowboy. Yet the first cowboys were not from the north of the Americas but from rather further away.

Vaqueros

Known as vaqueros, they arrived in the Americas with Spanish settlers in the 16th century, starting with the Spanish arrival in Mexico in 1519. These early vaqueros were instrumental in developing cattle ranching, with traditions that later influenced the American cowboy culture. 

Cowboy clothing

Early cowboys wore functional, durable clothing like wide-brimmed hats, long-sleeved shirts made of durable fabrics, vests for warmth and storage, wool or canvas trousers, and boots with spurs. They also used neck bandanas (or “wild rags”) for protection from the elements, and chaps to shield their legs from brush. The most iconic item was definitely the wide-brimmed hat of the cowboy outfit, providing protection from the sun and rain. 

Stetson hats were familiar all over America, but those worn by cowboys were often distinctive because of the way they shaped the high-crown and brims.

Stetson history began in 1865 when John B. Stetson, after a health-motivated trip out West, started a hat company in Philadelphia. His iconic “Boss of the Plains” hat, a durable and waterproof felt hat, became the foundation of the business and a symbol of the American West. The company later gained further fame through Western movies, with hats like the “Boss of the Plains” becoming iconic. 

Stetson has a new book coming out called Stetson: American Icon, Rizzoli, 2025, which spans 320 pages and brings together 160 years of history, innovation, craftsmanship, and culture in one collectable volume. With contributions from a range of leading figures and longtime Stetson fans, it’s the definitive story of America’s most legendary brand, from West to East, and America to the world. 

“This year we’re celebrating Stetson’s 160th anniversary, and this book is a big part of that,”. “It’s been years in the making, and we approached it the same way we approach everything at Stetson with care, craft, and respect for our history. What came out of it isn’t just a record of the past, it’s a reflection of why Stetson still resonates in today’s culture, from film, music, fashion and art to the way people make the brand a part of their lives every day.” 

Stetson CEO Robert Dundon.

In the introduction, the award-winning historian Douglas Brinkley chronicles the Stetson story, from John B. Stetson’s early days as a trailblazing entrepreneur and community leader to the company’s current global reach. “Broad and bold, unapologetic and impossible to ignore, the Stetson cowboy hat became the preeminent symbol of the American West,” Brinkley writes. “It still is: To see a Stetson is to think of the horse-and cattle-country of our western states.

“You put on the right hat, and you somehow feel taller,” writes legendary musician Lyle Lovett in his intro to the chapter “Stetson in Song.” On the brand’s many on-screen appearances, New York Times film critic Glenn Kenny writes, “Most hats serve a dual function: as protection from the elements and as a style statement. But a Stetson has a third characteristic, one unique to the brand: It conveys a recognisable rugged individuality associated with America.”

Western styling is perennially popular partly because of its symbolic meanings of freedom, ruggedness and individualism. Yet it is also so often adopted by luxury fashion, think Louis Vuitton and celebrities think Beyonce, probably because its core elements, like denim, boots, and hats, are simply timeless.

Stetson: American Icon (Rizzoli, 2025)  Stetson London Store – 58 Neal Street, Covent Garden, WC2H 9PA Available online at:  Foyles / Amazon UK / Waterstones / Hatchards

.Cent Magazine London. Luxury Mindset