Industry News 4/14/2015

B$Z: Stetson Launches "My Stetson Story" Video Series

Stetson, the quintessential American brand, is launching a digital video series titled “My Stetson Story,” devoted to telling the personal stories of loyal Stetson devotees across the country. The series, which launches on April 15, 2015, celebrates the brand’s 150th anniversary will feature individuals that embody the Stetson lifestyle, starting with three subjects from shop owners to surf board makers. 

The “My Stetson Story” series was filmed on location, in the chosen environments of each subject, and was directed by Zack Spiger. An independent filmmaker, Spiger brings the personal Stetson narratives to life in a captivating and nuanced nature. He is an accomplished director, getting his start filming skateboarders, and now boasts films shot on every continent, Antarctica excluded. 

Stetson scoured the country for individuals who have long-admired and supported the seminal lifestyle brand. For the first three installments, the brand chose the California-based surfer and board shaper, Ryan Lovelace; third and fourth generation hat-makers, Gary and John Rosenthal; and a family of hat shop-owners in New Orleans, The Meyers.  

Meyer The Hatter opened its doors in 1894 in New Orleans and remains in the Meyer family. The store offers an array of Stetson wares and continues to draw customers based on old family values and outstanding product knowledge. Today Meyer The Hatter is run by Sam, Paul, and Cedric Meyer – three generations of Meyer men. The family shares a passion for the hat business, which is evident in Spiger’s playful video. 

Ryan Lovelace is a born and bred Californian with an affinity for design and creation. In the video, Lovelace shares the memory of finding his late grandfather’s Stetson hat among his belongings and feeling the importance of this heirloom piece. He shares his process behind his passion, creating one-of-a-kind surfboards. 

Gary Rosenthal is a third-generation hatter and a lifelong devotee, taking pride in producing hats in almost the same way they did in Philadelphia 150 years ago. He was joined by his son, John Rosenthal, in 1981 to continue to the family business. Together they represent a rare and honored tradition of cross-generational hat making.
“My Stetson Story” will launch on the digital video platform, YouTube, and will be accessible through Stetson’s 150th anniversary web portal, starting on April 15, 2015. Additional videos will rollout throughout the 2015 calendar year. Stetson product, which ranges from hats to boots, accessories, apparel, fragrance, and spirits is available at