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In the year In 1973, a 10X-rated fur resistor cowboy hat would cost you about $125 (equivalent to $820 in today’s dollars), and a maxi felt model from American Hat Company could be had for just $40. Back then, such toppers were mainly must-have accessories for ranch workers, bull drivers and honky tonkers. These days, a premium hat can cost as much as $5,500, and can be placed on the head of a trendy rapper, not an actual cowboy.
When Dallas In the year Launched in 1978, the prime-time soap opera has captured the sartorial imagination of millions of viewers who have never seen a crown on the crest. Two years later Urban cowboy It sent the trend into overdrive. According to Resistol representative Matthew Range, “Every store on God’s green earth wanted to sell cowboy hats.” When the fashion fizzled a few years later, he said, “it put some hatters out of business or in a bad position.” It took years to recover. In the following decades, sales were overwhelmed by George Strait’s hats in the eighties and Garth Brooks in the ’90s and the popularity of the TV drama. Yellow stone Today.
While all of these events perpetuate the image of the rugged Western (white) man, in recent years a more diverse cult of cowboy hat worshipers has emerged. “Yehow’s Agenda” hit social media in 2019, celebrating the overlooked contributions of black cowboys. Beyoncé and Solange Knowles, Lizo and Megan T. Stallion, Texans, are all at the forefront of that movement, wearing rhinestone-dripping hats and covered in animal prints.
Since then, the cowboy hat has remained fashionable as a workwear staple. A contemporary twist has been added to the traditional brown, black and white models made from felt, straw or fur blends. In the late seventies, Resistol briefly gave corduroy hats a whirl, and Charlie 1 Horse Cowgirls began offering bright colors and a feminine fit. Fast forward to the 2010s and Neon Cowboys — a California-based company founded by a black Asian woman with Texas roots — gets tech-y light-up hats. Last year, Vogue.com celebrated the “latest cowboy hat trend” by running a “Best Cowboy Hat” of all places. It’s not just the high end of the market that looks west. Head to your local Target to grab some wet wipes and paper towels, and you might come across the house brand’s Wild Fairy on a junior department mannequin with a gold-butterfly-embellished cowboy hat.
Forget the urban cowboy—the iconic cowboy hat is now in the suburbs, music festivals, and red carpet realms.
This article originally appeared in the February 2023 issue Texas Monthly “Heart, straw, corduroy, or fur?” with the title. Subscribe today.
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