RIZZOLI and Stetson have teamed up for Stetson: American Icon, a 320-page illustrated book that looks back on 160 years of the brand’s history, craftsmanship, and influence on American culture.
On the title, Stetson CEO Robert Dundon said, “This year we’re celebrating Stetson’s 160th anniversary, and this book is a big part of that.” He continues, “It’s been years in the making, and we approached it the same way we approach everything at Stetson — with care, craft, and respect for our history. What came out of it isn’t just a record of the past, it’s a reflection of why Stetson still resonates in today’s culture, from film, music, fashion and art to the way people make the brand a part of their lives every day.”
Stetson: American Icon (Rizzoli, 2025)
The book features contributions from a lineup of writers and Stetson fans, including historian Douglas Brinkley, who opens the volume with an account of John B. Stetson’s rise from entrepreneurial hatmaker to cultural symbol. “Broad and bold, unapologetic and impossible to ignore, the Stetson cowboy hat became the preeminent symbol of the American West. It still is: To see a Stetson is to think of the horse-and cattle-country of our western states,” shares Brinkley.
“I love this book celebrating the legend and the romance of the Stetson and its prominent place in American culture. It’s exactly the statement Rizzoli wanted to make,” said Rizzoli Publisher Charles Miers.
Stetson: American Icon (Rizzoli, 2025)
Stetson: American Icon (Rizzoli, 2025)
Musician Lyle Lovett adds his own take, “You put on the right hat, and you somehow feel taller,” and New York Times film critic Glenn Kenny explores the hat’s cinematic legacy, “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.”
Other essays come from Vogue editor Laird Borrelli-Persson and longtime Stetson owner Jay Fielden, along with features on collectors, Stetson in uniform, and a visual archive of classic ads.
by Felicity Carter
Stetson: American Icon (Rizzoli, 2025) is available at Stetson.com and Stetson stores in the EU.