Stetson Releases Anniversary Book Honoring 160 Years of Craftsmanship

Continuing the celebrations of its 160th anniversary, Stetson has launched a new book in partnership with bookstore Rizzoli. Titled “Stetson: American Icon,” the book chronicles the history and cultural influence of the hatmaker.

“The inspiration for this book began with a manuscript about John B. Stetson’s journey, how his dedication to craft and humble beginnings launched one of the most iconic products in American history, the cowboy hat,” Robert Dundon, chief executive officer of Stetson, told WWD.

The hardcover edition, priced at $100, is now available at stores. A limited-edition collector’s version, featuring a handcrafted, tooled leather case by Skyhorse Saddles and sterling silver details from jewelry designer Lewis Williams, will arrive in October for $1,500.

The book examines Stetson’s evolution through the lens of its most recognizable hat styles and their impact on art, film and music. It features essays by cultural historians, archival photography and original imagery that contextualize the brand’s role in shaping the image of the American West and beyond.

“As we celebrate our 160th anniversary, the book is a way to honor that legacy while showing why Stetson continues to matter in culture today,” Dundon said. “Releasing it now gives us a chance to connect our story with a new generation and remind people that Stetson isn’t just part of American heritage, it remains relevant today.”

“Stetson: American Icon” features appearances from Martin Scorsese, Georgia O’Keeffe, Post Malone, Bruno Mars, President John F. Kennedy and John Wayne, among others.

“With such a long history, there was certainly no shortage of images to choose from, so it really came down to choosing the ones that we felt were the most iconic and the most representative of the brand’s wide-ranging impact across American and global culture,” Dundon said.

A dedicated section profiles how musicians have integrated Stetson hats into their public imagery, with portraits of Gene Autry, Loretta Lynn, Bob Dylan and Willie Nelson alongside newer figures like Orville Peck and Beyoncé Knowles-Carter. Another chapter, “Stetson on Screen,” traces the hat’s presence in American cinema from Robert Redford’s classic Westerns and Clint Eastwood’s filmography to recent appearances in “Barbie” and “Killers of the Flower Moon.”

In the chapter “The Art of the Stetson,” the book explores how fine artists have represented the hat’s form and symbolism. The book discusses visual works by Lon Megargee, Warhol, Picasso and O’Keeffe.

“Stetson has never been about fashion. For more than 160 years, the brand has stood as a symbol of adventure, grit and the American spirit. Today, we see our role as carrying that heritage forward — not by looking backward, but by making it relevant in how people live, work and express themselves now. Whether it’s through hats, boots or even bourbon, Stetson is about culture, craft and connection across generations,” Dundon said.