Free Subscription

  • Access 15 free news articles each month

Professional

Try one month for $4
  • Unlimited access to news,insights and opinions
  • Quarterly and weekly magazines
  • Independent research reports and forecasts
  • Quarterly webinars with industry experts
  • Q&A with retail leaders
  • Career advice
  • 10% discount on events

Iconic US hat brand Stetson reinvents for e-commerce age

American heritage brand Stetson is rolling out a global rebranding effort involving a new modern identity and e-commerce experience. The exercise is Stetson’s first first visual refresh in more than 20 years, undertaken in collaboration with boutique Dallas-based agency, Tractorbeam. The firms explored the brand’s extensive archive, examining logos, marks and expressions from the 1860’s through to the modern era. Then, the teams developed a brand projection that uses historical assets in k