Stetson is an iconic American brand, over 150 years strong. Millions of consumers know the Stetson brand for its signature western hats and dress hats along with fragrance, apparel, footwear and eyewear.
2010 saw a decade of fancy nonsensical web U.I. receding into the awkward past, and a glimpse of the dizzying speed of information in the future to come.
How could such a legend possibly express itself in a website?
Analysis of all prior online endeavors led to the hypothesis that Stetson ought develop zero custom software, not even a website— let’s stick to our knitting!
With such a powerful in-house creative team, the technical solution here is a graceful high touch.
Research & Design
Examining the massive library of Stetson historical materials allowed us to distill brand essentials to guide designers and developers in continuing the evolution of the brand.
The brand style guide, already strong in print, served as the basis for a new universal media style guide. This style includes guidelines for social media optics, and the most transparent possible online retail.
Here truly, the medium is the message. Stetson competes on authenticity, and it is by stripping the technology away from view that we best indulge the senses in their outstanding craft and display.
Almost a decade after working with Stetson to establish these axioms, their iterations are at once true to the original mission, and contemporary, season after season.