I came to Texas with a
mission, to redefine the something I love, to figure out how to pass that
passion to everyone.
From the outset, inspired by the past and encouraged by my friends, I
was able to bring back brand defining styles using the original machinery with
the original hat making techniques, many dating back to the 1920s and before.
With my own archives, I applied elements that I loved, to redefine
iconic styles to suit the fashion of the modern day. I installed in the line,
pieces that could fight the trend of fast fashion, to be that item you could
put on your head knowing it added rather than took away.
I reintroduced a line of women’s hats and watched as more and more
styles populated the lineup, and I was proud that the factory could visibly see
a change happening when the floor that was covered in racks of cowboy hats day
in day out, turned into a sea of red as Marvel’s Agent Carter hit the airwaves,
atop her head was a Stetson.
For the 150th anniversary of the company, I designed a roundtable
of the finest quality pieces that could be produced, knowing that these were
the same steps that over a century of Stetson master hatters used to make the
pronounced, yet subtly elegant look of America’s hat.
I willed into being and negotiated the return of the Iconic Manhattan
Neon Stetson sign that was, and now again is, above JJ Hatcenter on Fifth
Avenue.
Exotic locations, extraordinary situations, one day I was discussing the
toquila palm crop with the Ecuadorian consulate while driving to work, the
next, I was in Manhattan being tracked down by an Italian man wanting to sweep
me up in his SUV, just so I could explain the fall lineup. Videoconferences
with Germany at 2am, all-nighters to clean up my Japanese business etiquette
because the clients are arriving early…
I’ve made new friends here, I’ve had great adventures, and Big Tex Under
the shade of his Cowboy hat has looked down at me and smiled. I went to the
rodeos, to the barn dances and I got to know the kings and queens of the outlaw
country scene.
I came to Texas with a
mission, to redefine the something I love, to figure out how to pass that
passion to everyone.
I feel that’s what I’ve done.
Of all the endeavors I’ve set my sights on, this one, being the Creative
Director of Stetson’s dress hats was one of the most fulfilling. Now, I need to
move to my next adventure, and that begins by steeping myself in my hometown of Los Angeles. Reconnecting with my closest, and taking in that warmth of
what is my city.
Yours in hatting,
Joseph C. Brandstetter
