Stetson Expands Into Bedding With HiEnd License

Stetson is getting into the home business.

The venerable Western brand that is best known for its hats, has signed a licensing deal with HiEnd Accents for a line of bedding.

The collection features prints of longhorns, bucking broncos and Stetson hats in chenille jacquards, matelassé, stonewashed cotton canvas and linen. The color palette includes sun-faded indigos, saddle tones and ivories, all intended to evoke the rugged beauty of the West.

“Stetson has always been guided by the authenticity and craftsmanship that define the American West,” said Robert Dundon, chief executive officer of Stetson. “With this collection, we wanted to translate that spirit into the home, creating bedding that feels refined and enduring. These are pieces designed to be lived in and loved, carrying forward the same sense of heritage and quality that defines Stetson’s 160-plus-year legacy.”

Stetson was founded in 1865 by John B. Stetson, who came from a hat-making family in New Jersey. When he was 20, he came down with tuberculosis and headed West to treat his disease and mine for gold. During his time in Colorado, he recovered and got to know the gold rushers and cowboys in the Rockies and he developed a hat with a wide brim and a tall crown made from waterproof felt that soon became their headwear of choice.

Today, the business is owned by a family well versed in the Western industry and Dundon was brought on to expand its reach beyond hats. He oversaw a rebrand and began to explore category expansions including coffee, beef jerky and bourbon.

The bedding collection will launch on Tuesday online and at select retailers. Prices will range from $45 for the chenille jacquard pillows and $119 for the chenille jacquard throws to a range of $199 to $379 for the quilt sets and coverlets. There are no plans to expand into other home categories at this point.