Iconic US hat brand Stetson reinvents for e-commerce age

American heritage brand Stetson is rolling out a global rebranding effort involving a new modern identity and e-commerce experience. The exercise is Stetson’s first first visual refresh in more than 20 years, undertaken in collaboration with boutique Dallas-based agency, Tractorbeam. The firms explored the brand’s extensive archive, examining logos, marks and expressions from the 1860’s through to the modern era. Then, the teams developed a brand projection that uses historical assets in k

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