Inside the Stetson factory in Texas, where the magic happens. Stetson has been crafting cowboy hats for over a century, and each year, they produce more than half a million hats. But the process is no ...

Tipping their cowboy hats to the one and only Willie Nelson … well, Possum and the Hag too.

The cowboy snapback is not just a hat—it’s a crown of identity. It blends tradition with edge, past with present. It holds together the dust of the prairie and the electricity of a live honky-tonk.