Legendary Western brand Stetson invited aspiring designers to participate in a student competition, challenging them to reimagine its iconic heritage for the modern fashion consumer. Participants were tasked with designing two looks that blended timeless Western influences — including the classic Stetson cowboy hat — with their own personal design aesthetic. A panel of Stetson judges selected five finalists, who then produced physical samples of their designs and formally presented their collections in the final round.
This collection explored the rich history and enduring legacy of Stetson, inspired by the legendary story of John B. Stetson trading his first handmade hat to a passing bullwhacker for a five-dollar gold piece. This simple yet extraordinary exchange marked the beginning of a brand that would come to define Western wear for generations. Titled More Precious Than Gold, the collection poses the question: what holds greater value — material wealth or the cherished garments that carry stories of craftsmanship, resilience, and identity?
View the complete collection presentation and physical samples below,
