Stetson Unveils 160th Anniversary Coffee Table Book Showcasing Frontier Fashion History
When John B. Stetson started his iconic hat business in Philadelphia, he may not have realized in 1865 the brand would be alive, thriving and making a functional and continuing fashionable statement 160 years later.
From rugged cattlemen of the Wild West to music icons and silver-screen stars, the brand’s legacy endures—its hats still worn worldwide as a symbol of effortless style for men and women alike. And with the current fall western look trend coming off the top designer runways for fall, it’s the accessory that will complete your Texas look.
In honor of Stetson’s 160th anniversary, the company unveiled a beautifully curated 320-page coffee table book highlighting decades of ad campaigns, celebrity moments, Andy Warhol’s iconic artwork, and the rich history that shaped the brand.
The idea for the commemorative book began nearly 15 years ago, but it wasn’t until a few years ago that the project truly came to life. “Everyone that wrote a piece for us had a connection to the brand. Either a personal connection or it was something they loved or were a customer and they all came with a new persepective to tell their story of the brand–how they either grew up or lived with brand or were beside the brand,” said Robert Dundon, CEO of Stetson.
Contributors include John Wayne’s son Ethan Wayne, David Brinkley, and numerous other celebrities and fashion historians from the publishing world.
Additionally to celebrate the launch, Austin served as the second stop on a multi-city tour, held at the historic Driskill Hotel in its new bar, The Victorian. With its Western-inspired décor, the setting proved a fitting choice—after all, the Driskill opened in 1886, just a year apart from Stetson’s founding.
Invited guests were treated to a first hand look at the book, enjoyed signature cocktails and delicious passed appetizers. Attendees were dressed in their Austin chic western apparel topped off with various styles of Stetsons for guys and gals.
While Western wear may be making waves on the Fall 2025 runways, Texas ranchers have long known the practical value of a Stetson. “I wear one every day. For me, it’s all about function and sun protection,” said Robert Shotwell.
Lyle Lovett provided the evening’s entertainment, performing a few of his favorite songs for the crowd, including “Don’t Touch My Hat.”
For Lovett, a Stetson has been a signature part of his look throughout his long music career. The hat he wore during his performance at the Driskill was one he purchased back in 1990 from Gary Cohen, owner of the iconic Houston retailer, The Hat Store.
Lovett also shared some very important hat fashion rules, “Never put a hat on a bed, it’s considered bad luck, you never touch another man’s hat, never take off a hat off another man’s head, you take your hat off when indoors if there a proper place to store it and always tip your hat to a lady,” said Lovett.
The book launch party locations included New York City, Austin, Berlin and Toyko.
