Maybe it has something to do with “Yellowstone” fever – after all, the popular TV Western series drew 14.7 million viewers during its two-part season premiere back in November. Maybe it’s the capper to the so-called “cowboycore” trend creeping onto runways, music videos and festival fashion. Or perhaps it’s simply this, says Jane Swanzy, owner of Houston-based Swan Marketing: “Almost everyone looks good in a cowboy hat.”

Whatever the reason, cowboy hats – along with boots, bandanas and fringe – are having a fashion moment, and promotional products pros should take note.

Trend alert: Cowboy hats are classics for a reason. Here's my take on why they're perfect for promo. #PromotionalProducts #CowboyHats #FashionTrends pic.twitter.com/I2W1kI9iYL

— Theresa Hegel (@TheresaHegel) April 7, 2022

“The original cowboy hats’ appeal was only function, to protect the person from the elements,” says Michael Nakajima, sales executive for Mega Cap (asi/70434). “But like anything else, function slowly turns into fashion, and the promotional market always takes advantage of this.”

Just like its cousin, the ubiquitous cap, cowboy hats are available in countless styles, shapes and colors. “They can be simple or over-the-top,” Swanzy says. Stetson’s Diamante Premier cowboy hat, for example, retails for $5,500. Each hat takes two days to craft, featuring felt made from chinchilla and beaver, with a 14k gold buckle set with 26 diamonds. (Of course, the honor for most expensive cowboy hat ever worn goes to singer Lady Gaga, who doffed a $1 million custom hat for the 2016 Victoria’s Secret Fashion Show. The black hat was encrusted with 45,700 Swarovski crystals on its body and falling from 60 long, hand-beaded streamers. It took a team of 10 artisans over 300 hours to make.)

This outback-style straw cowboy hat (8178) is available from Mega Cap (asi/70434) and comes in four colors.

Luckily for the promo world, there are much more affordable – but just as stylish – versions of the cowboy hat available. Cowboy hats “were resized, reshaped and changed to fit our market,” Nakajima says, noting that most cowboy hats available in promo are made of straw.

Besides price, the other consideration for promo is ability to decorate. Mega Cap, Nakajima says, tries to source materials that it can easily be logoed using as many of its domestically available decorating techniques as possible. “We even use direct embroidery on our straws,” he adds.

Hatbands can transform a cowboy hat into a more personalized statement piece. (photos courtesy of Jane Swanzy)

In Swanzy’s experience, however, decoration for cowboy hats is more of an add-on element than something directly applied. “Hatbands can transform a plain hat into something special,” she says, adding that she has a friend who makes beaded hatbands that double as necklaces and knows of a long-time rodeo vendor that creates hatbands out of old coins.

Another fun option is adding a custom pin. “At this year’s Houston Livestock Show and Rodeo, I noticed more pins on hats than I’ve seen in a while: flag pins, committee logo pins, decorative pins,” Swanzy says. “The sky’s the limit on decorating.”

While the cowboycore look may eventually ebb in the world of high-fashion – replaced by the next trend du jour – don’t forget that there are some places where it will remain a staple.

“In Texas, cowboy hats are not a trend,” Swanzy says. “They’re an everyday accessory. For the rest of the world, I think the trend will continue as long as popular shows like ‘Yellowstone’ are on.”

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