The history of Stetson hats and how John B. Stetson took it from an idea born out of necessity to a global empire.
What is the story behind the Stetson hat?
John B. Stetson left New Jersey for his journey to the American West around the early 1860s, after being diagnosed with terminal tuberculosis.He was inspired to create the first Stetson hat, the "Boss of the Plains," in 1865. His experiences and observations during this journey led to the creation of the hat.
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Why Do Cowboys Wear Stetson Hats?
Cowboys wear Stetson hats because they’re useful, tough, and have become a symbol of cowboy culture.
How Stetson Hats are Made
In the early 1860s, seeking adventure and fortune, John B. Stetson ventured to Pike's Peak to find gold. During this time, he crafted the first "Boss of the Plains," using primitive felting techniques to create a hat that would protect him from the elements. This hat, made in the wilderness, laid the foundation for Stetson's future hating business.
Returning to Philadelphia in 1865, after an unsuccessful gold search, Stetson used a $60 loan from his sister to start his own hat manufacturing business. He differentiated his products by sending a "Boss of the Plains" hat to each South-Western dealer, a move that contributed to his early success. By the early twentieth century, Stetson owned the world's largest hat factory.
In 1877, Stetson received its first overseas orders and by 1899, about 2800 retailers in America were selling Stetson hats. The company employed close to 1200 workers and produced 50,000 dozen hats that year. Famous wearers of Stetson hats included Buffalo Bill, Calamity Jane, Will Rogers, and Annie Oakley.
John B. Stetson passed away in 1906, but his legacy as a humanitarian and innovative business leader remained. He was concerned with his employees' welfare, initiating education and healthcare initiatives that were ahead of their time. Even after his death, the company continued to prosper; by 1915, the factory had expanded to 25 buildings with 5,400 employees producing over 3 million hats annually.
Stetson hats were a favorite of many, including senators, presidents, and Hollywood stars like Tom Mix, who became an unofficial brand ambassador. The company began producing women's hats in 1930, expanding their range to include berets, pillboxes, and tricornes. In the 1940s, the Stetson line included straw boaters, panamas, trilbys, and various ladies hats, cementing its place as a must-have accessory.
However, the late 1950s brought a crisis in the headwear industry as men stopped wearing hats regularly. Despite this, Stetson survived, largely due to the enduring popularity of the cowboy hat. In 1970, Stetson transitioned from manufacturing to licensing and closed their factory, marking a new era. The hat business saw a resurgence in the 1980s and 90s, driven by consumer demand for Western styles, fueled by movies like Indiana Jones and Urban Cowboy.
In 1998, FWS became the exclusive distributor for Stetson headwear in Europe and eventually the official licensee. In 2009, Stetson launched “Stetson Rocks”, collaborating with musicians to represent the diverse styles of Stetson. Since 2015, Stetson has been involved in sports, partnering with teams like the Kölner Haie of the German Ice Hockey League and the Cologne Crocodiles of the German Football League, and creating exclusive hat and cap designs.
Throughout its history, Stetson has remained a symbol of quality, style, and American spirit, adapting to changing times while maintaining its core values and heritage​​.