Heritage
In 1965, Stetson marked its 100th
anniversary by publishing a booklet called “The Stetson Century”. In it,
the company’s then president said this: “...It is, I think, possible to
say without too great exaggeration that America grew up under a
STETSON. Today our business is so truly world-wide that there can be but
few corners of the globe where the name Stetson is not known and
honored”. Nearing Stetson’s 150th anniversary, the company is much more
than hats and continues to bring product steeped in the authentic
American spirit to customers around the world.
Timeline
1830
1860
1865
1890s–1910s
1906
1915
1920s
1930
1932
1940s
1943
At
the height of WWII,
Stetson, like many other American manufacturers,
threw their hat in the ring and took on government defense contracts to
support war efforts. Stetson’s factories began producing parachutes and
heavy webbing for parachutes & safety belts. Stetson ran a series of
ads during this time with the patriotic mantra “Keep it under your
Stetson” and “Let’s bring him home quicker!” to discourage espionage and
show our military support overseas. Post-war prosperity meant you had
to have a hat to get ahead and a Stetson was the hat. Hollywood was no
exception where familiar figures like Gene Autry, James Dean, John
Wayne, Roy Rogers and Dale Evans were some of the most visible Stetson
wearers. Stetson advertisements are published featuring notable actors
such as Bing Crosby, Bob Hope, Douglas Fairbanks Jr., Ray Milland,
Robert Young, George Montgomery in Life Magazine, The Saturday Evening
Post, Esquire, Harpers Bazaar, Time, Look, and Men’s Reporter The most
successful line of ladies hats was created. Stetson collaborated with
Dorothy Lamour, Carole Landis and Susan Hayward.
1955
1960s
On
a frigid day in January 1961, the newly elected President John F.
Kennedy took the oath of office and spoke to the nation hatless. Many
cite that as the moment when the hat became an optional accessory rather
than a requirement for proper dress. Hat sales suffered and many
hatters went bankrupt.
1970s
1980s
1998
2005
2009
2010
Stetson
works with Albertus Swanepoel – a favorite milliner of fashion insiders
and a true talent in headwear design – to create a small fashion hat
collection that is a commercial and critical success. Stetson
collaborates with CFDA award winner Billy Reid on its first hat line for
the designer. Fall 2011 is now in the works. Stetson signs on new
partners to bring Stetson belts, wallets and home textiles to market in
2011.
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