Stetson: American Icon Deluxe Edition

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Introducing our first-ever coffee table book, spanning 320 pages and bringing together 160 years of history, innovation, craftsmanship, and culture in one collectible volume. With contributions from a range of leading figures and longtime Stetson fans, it’s the definitive story of our brand, from West to East, and America to the world. This deluxe edition includes a slipcase and is exclusive to Stetson.com.

The book features an introduction by award-winning historian Douglas Brinkley, who chronicles the Stetson story, from John B. Stetson’s early days to the company’s current global reach; a personal essay by legendary musician Lyle Lovett on the power of having the right hat; a look at Stetson in cinema by New York Times film critic Glenn Kenny; an exploration of the cowboy hat’s enduring allure by Vogue senior archive editor Laird Borrelli-Persson; and a visit to our Texas factory, where style writer Jay Fielden gets a firsthand look at how Stetsons are crafted today.

Other highlights include profiles of an eclectic mix of global collectors, a history of Stetson in uniform, a compendium of iconic advertisements through the decades and more.

Hardcover
Deluxe Slipcase
320 Pages
Published by Rizzoli, 2025

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SKU: ST160CTBDE

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THE STETSON STANDARD

160 years in the making

The Story of Stetson

In the introduction, 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." Historical images, an illustrated company timeline and a compendium of iconic advertisements give both a bird’s-eye overview and an insider’s peek at the world’s most legendary headwear brand.

Across modern culture

An American Icon

"You put on the right hat, and you somehow feel taller," says celebrated musician Lyle Lovett in his intro to the chapter "Stetson in Song." The book explores Stetson’s role in modern culture, as it has been celebrated in art and embraced by artists. In “Stetson on Screen," 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 recognizable rugged individuality associated with America."

A legendary tradition

Craftsmanship and Style

The book takes a closer look at the hat styles that have defined Stetson and the commitment to quality behind each one. Vogue senior archive editor Laird Borrelli-Persson explores the cowboy hat’s enduring allure, "First and foremost, the Stetson is an icon of function-driven American design." And style writer Jay Fielden takes a trip to our Texas factory to see how Stetsons are crafted today, concluding "it remains largely the same as it was more than a century ago," with an attention to detail on par with the best Savile Row tailors.

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