Part of the Man

A STETSON IDENTITY MANUAL AND A BRANDING GUIDEBOOK

2

PART OF THE MAN

TRYING ON NEW HATS

JIMMY STEWART

WORE ONE

5

6

PART OF THE MAN

HUMPHREY BOGART

WORE ONE

TRYING ON NEW HATS

EVEN INDIANA JONES

WORE ONE

9

10

PART OF THE MAN

TRYING ON NEW HATS

WHO IS THE

STETSON MAN

TODAY?

11

12

PART OF THE MAN

TRYING ON NEW HATS

TABLE OF

CONTENTS 14 The Legend Begins

26 Meet the Modern Stetson Man

32 Meet the New Mark

45 Elevating the Brand

52 Trying on New Hats

13

14

PART OF THE MAN

John B. Stetson. (May 5, 1830–February 18, 1906)

15

THE LEGEND BEGINS

THE LEGEND

BEGINS

When we think of the American West, we think of vast plains, towering mountains, herds of cattle, and cowboys: the West’s most famous protagonists. The image of the cowboy is defined by lassos, boots, jeans, and the iconic cowboy hat. The idea of the cowboy hat conjures up images from John Wayne to Clint Eastwood movies.

When the hat comes to mind we don’t normally think of Pennsylvania, but maybe we should. After all, the cowboy hat as we know it today, with its wide brim and high crown was first developed by a man named John Batterson Stetson, a famous Pennsylvania resident. In creating the first cowboy hat, he made his mark on Western iconography.

John B. headed west to recover from tuberculosis, which he had developed as a young man. He decided to try his luck, venturing to Pike’s Peak to seek a fortune in gold. Roughing it in the wilderness, John used primitive felting techniques to create water repellent blankets and the first hat that protected him from the elements. This was the original Boss of the Plains; the Western hat that became the cornerstone of Stetson’s hat business and is made the same today.

PROTECTING MEN AGAINST THE WILD WEST.

The industrious Mr. Stetson decided to manufacture and sell his new hat after a mule driver paid him a $5 gold piece for it right off his head. But John B.’s success didn’t happen overnight. In 1865, he returned to Philadelphia to open his first Hat Factory. With only $100 in capital, he rented a tiny room, bought tools and $10 worth of fur to make felt cloth. He was the sole employee.

Knowing it would spark interest, he wore his hat everywhere.

Within a year, he was adding workers and making hats in quantity.

Stetson paid close attention to details and made sure people knew that he used only the best materials. The name Stetson was stamped with a long lasting 14 karat gold leaf on the inside hatband.

The hats were a large success in the thinly populated West, where taking a beating was a requirement for clothes (and for people).

Stetson hats were heavy enough to knock a man down in a fight. In a celebrated incident, a Stetson kept its shape after being hit by 20 bullets. The rugged individualism of the West was perfectly represented by a hat that could be shaped differently by each wearer. A punched-in crown, a bent brim, and a braided leather band were all different ways to make a Stetson one’s own.

Big-city Easterners scoffed at these hats at first, unaware of their practicality. But Stetson didn’t give up. He knew that as sales grew, word would circulate about his product. And he was right. Variations of the hat eventually appealed to city slickers and to cowboys alike. It was a hat for all seasons; it catered to whatever position in life you had—whether rich or poor, work or play.

By 1886, Stetson owned the world’s biggest hat factory in Philadelphia, employing nearly 4,000 workers. The factory was producing about 2 million hats a year by 1906. John B. also transformed hatmaking from a manual to a mechanized industry by introducing iron cutting and shaping machines, which also improved quality control. Among the first U.S. tycoons to offer benefits to reward workers for hard work, he dispensed free health care to employees and gave shares of his company to valued workers. As a philanthropist, he later founded the Stetson University in Deland, Florida, and built a Philadelphia hospital.

The original hat, Boss of the Plains, became the symbol of the American West and helped turn the cowboy into an American icon. In Hollywood films, Stetsons became symbols of good (white hats) and evil (black hats). But in the end, John B. was not solely concerned with making better hats; he was equally interested in making better men.

16

PART OF THE MAN

BOSS OF THE PLAINS.

A HAT THAT’S WORTH ITS WEIGHT IN GOLD.

Stetson advertisements, even up to the 1950s targeted the sophisticated man. The hat was portrayed as good luck and was a symbol of good fortune. For decades Stetson’s tagline read: “The Stetson is part of the man,” implying that the Stetson hat itself characterized the qualities of an accomplished man. Advertisements oftentimes illustrated charming men winning over women or participating in activities that were popular amongst the wealthy, like horse-racing or traveling.

In the past, hats were an integral part of a man’s wardrobe and Stetson was amongst the most popular brand. For decades, the Stetson brand was synonymous with quality and style in the U.S.

THE LEGEND BEGINS

17

18

PART OF THE MAN

LOSING STRENGTH.

AFTER WWII, A HAT WAS NO LONGER INDISPENSABLE TO A MAN’S WARDROBE AND SALES SUFFERED. IN TODAY’S CONVOLUTED MARKET, STETSON RELIES HEAVILY ON ITS STATUS AS AN AMERICAN ICON.

Lifting the well-known idiom, “keep it under your hat,” Stetson found a clever way to give a sense of exclusivity to the brand. Keeping something under your Stetson could be interpreted as knowing something someone else doesn’t, implying the Stetson itself holds the secret to success.

These memoriable tactics were left behind in the initial attempt to revive the brand. Leaning on Stetson’s all-American persona, much to its detriment the brand has taken the hat to the country, rather than the man with money to spend.

THE LEGEND BEGINS

19

20

PART OF THE MAN

OUT WITH THE OLD HAT.

THE LEGEND BEGINS

21

22

PART OF THE MAN

THE LEGEND BEGINS

OUT FROM UNDER THE HAT.

STETSON’S GOAL HAS ALWAYS BEEN MORE THAN PROVIDING HAT. INSPIRED

BY ITS FOUNDER’S HUMBLE BEGINNINGS, STETSON ARMS THE AMBITIOUS MAN WITH THE CONFIDENCE TO DETERMINE HIS OWN FATE.

IT IS TIME TO BRING THE BRAND BACK TO THE CITY.

23

24

PART OF THE MAN

THE LEGEND BEGINS

IN WITH THE NEW STETSON.

25

26

PART OF THE MAN

MEET THE

MODERN

STETSON MAN

WHITE AND BLACK HATS. Whether a man follows the rules or paves his own path, Stetson will have something for everyone. Stetson has always been targeted for men on their way up. And we don’t question how you get there.

The following is a sample of potential Stetson members. All of these men would benefit from the products and services Stetson now offers.

MEET THE MODERN STETSON MAN

BRIAN. The Workaholic.

JAKE. The Renaissance Man.

Some consider Brian to be a workaholic, but he claims he just really loves his job. Landing his dream job early out of college, he spends his free time continuing to educate himself on all aspects of business. He hopes to run his own company one day and takes professional networking very seriously.

Jake is one of those guys that everyone envies because he seems to be good at everything; he oozes confidence. Active, healthy and in shape, he enjoys the outdoors, especially when he can go on long rides on his motorcycle. At the law firm, he is the go-to guy for anyone with questions about policies that noone else remembers.

27

28

PART OF THE MAN

PAUL. The Control Freak.

JOHN. The Risk Taker.

An ex-military man, every aspect of Paul’s life in planned out and accounted for. His goal is to get things done as efficiently as possible. Paul is a self-proclaimed perfectionist and expects all his employees to perform professionally. As the CEO of a start-up company, his free time is usually spent trying to replace incompetent workers and entertaining colleagues.

With work or play, John likes to live life on the wild side. He makes and spends his money like water. Because all of his business is online and international, he doesn’t have a set schedule, allowing him to take spontenous trips. With work, he takes chances that other wouldn’t dare. John’s success is true incentive for following one’s intuition.

MEET THE MODERN STETSON MAN

ADAM. The Slick Dresser.

NICK. The Handy Man.

Adam is always dressed to kill. He believes that if you dress the part, it helps you become the man you want to be. He doesn’t settle for any product that doesn’t come with a high price tag attached.

Unsatisfied with his current job, Adam takes night classes on marketing and he hopes to one day switch career paths.

Nick is capable of fixing everything in his house. A true Macgyver, Nick has so many expensive tools and toys that he had to install a security system just in case. With impeccable hand-eye coordination, Nick regulars the shooting range. He continually rotates out his firmarms, in search of his perfect fit.

29

30

PART OF THE MAN

TRYING ON NEW HATS

31

32

PART OF THE MAN

THE

NEW MARK

THE STETSON SPUR. The new logo was inspired by Blackletter type and the edges of cowboy boot spurs. The intention of the design was to create a sturdy mark that appeared both elegant and rough around the edges, communicating the multi-faceted nature of modern Stetson men.

While paying homage to the cowboy, the new mark’s sharp and bold features showcase the more refined qualities of the rejuvenated brand.

THE NEW MARK

33

34

PART OF THE MAN

2X

2X

3

X 3

X

6X

4X

ANATOMY OF THE LOGO. The above dimensions should be respected at all times in order to ensure the logo maintains its integrity and impact.

The Stetson Spur should have at least a 2x of empty space whenever positioned around other text and graphics. All variations of the logo can only be designed in colors Black Hat, White Hat or Gold.

35

THE NEW MARK

2X

LOGO VARIATIONS. 2X There are occassions when the Stetson Spur will need to be placed either in a vertical (tall) or horizontal (long) arrangement in combination with the logotype. The correct format will depend on the application.

Most web use will rely on the Long Spur, while print ads and billboards will prefer the Tall Spur.

X

8X 2X

2X

2X

8X

36

PART OF THE MAN

IMPROPER USAGE. ANY VARIATIONS, MODIFICATIONS OR DISTORTIONS TO THE LOGO THAT GO BEYOND THE LIMITATIONS DEFINED IN THIS STANDARD GUIDE MUST NOT BE USED AT ANY TIME. All logo orientations can be placed on top of photographic images as long as it does not disturb the shape or legibility of the Spur.

The following examples are a basic list of unapproved variations to the logo.

THE NEW MARK

DO NOT

DO NOT

use unapproved colors

use more than one color

DO NOT

DO NOT

outline any part of the logo

change the size ratio

DO NOT

DO NOT

use any graphic effects

change the logo orientation

37

38

PART OF THE MAN

COLOR PALETTE.

PRIMARY PALETTE Black Hat PMS=Process Black C R=0 G=0 B=0 C=0 M=0 Y=0 K=100

White Hat PMS=N/A R=255 G=255 B=255 C=0 M=0 Y=0 K=0

Intended to communicate the dual nature of the Stetson brand, the primary color pallete represents the white and black hat dynamic. Display type will always be set in one of the two colors and they are the predominant pallete for the Stetson Spur.

The secondary colors are used for running titles, some subtitles and secondary levels of type. Mahogany is also used in combination with the Stetson signature pattern that functions as an occasional background.

The teriary pallete exists mainly as options for background color for printed and online materials. Sage can also be used for small graphics and subtitles.

SECONDARY PALETTE Mahogany with the Stetson Pattern PMS=323-5C R=95 G=1 B=1 C=41 M=98 Y=58 K=52

Bronze PMS=27-6C R=194 G=154 B=57 C=10 M=25 Y=60 K=10

PHOTOGRAPHY.

TERTIARY PALETTE Sage PMS=333-3C

The Stetson style of photography is a vital aspect of the Stetson brand identity. The most important element the imagery must communicate is the sense of sophistication and mystery of the Stetson man. The images must never seem ordinary and should convey a timeless quality to them.

R=164 G=169 B=153 C=5 M=0 Y=3 K=20

Concrete PMS=330-7C R=210 G=212 B=205 C=0 M=0 Y=3 K=20

The dramatic quality of the photographs are illustrated through high contrast and a hazy red-warm hue cast across the image.

Photos with people should rarely show entire faces and bodies. A shallow depth of field and images of an urban setting are all good Stetson quality image content.

THE NEW MARK

A

GOTHAM. Bold.

ABCDEFGHIJKLMNOPQRSTUV WX YZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()<>?

Black.

ABCDE FGHIJKLMNOPQRSTUV WX YZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()<>?

This typeface is used primarily for display type that is set at 20pts or above. Often used for billboards and print advertisements.

A A

LUXURY. Gold.

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()<>?

Used as a second-tier title and sub-title typeface, this face should not exceed 20pts, nor should it ever be used as body type.

BERKELEY. Oldstyle Book.

ABCDEFGHIJKLMNOPQRSTUV WXYZ abcdefghijklmnopqrstuvwxyz 12 3 456789 0!@ # $%^&*( )<>?

Oldstyle Book Italic.

ABCDEFGHIJKLMNOPQRSTUV WXYZ abcdefghijklmnopqrstuvwxyz 12 3 45678 9 0 !@ # $% ^ &*( ) < >?

This typeface, set in book, functions as body type and any mouse type used. The medium weight is used when type of placed over images and dark colored backgrounds.

39

40

PART OF THE MAN

THE STETSON STOREFRONT 257 Maiden Lane_San Francisco_CA 94108

www.thenewstetson.com info@thenewstetson.com

THE STETSON STOREFRONT 257 Maiden Lane_San Francisco_CA 94108

Telephone 415_555_2195 Fax 415_555_2196

www.thenewstetson.com info@thenewstetson.com

JAMES RYAN Event Coordinater

T 415_555_2197 M 415_303_5545 257 Maiden Lane San Francisco_CA 94108

www.thenewstetson.com info@thenewstetson.com

STETSON STATIONERY ALL HARDCOPY CORRESPONDENCE, FOR BOTH INTERNAL AND EXTERNAL COMMUNICATIONS, SHOULD BE PRINTED ON THE DESIGNATED STATIONERY. The letterhead system includes a letterhead, business cards with different background color options and envelopes.

THE NEW MARK

41

42

PART OF THE MAN

TRYING ON NEW HATS

43

44

PART OF THE MAN

ELEVATING THE BRAND

ELEVATING THE

BRAND CAPABLE, CONFIDENT AND IN CONTROL. Stetson has refocused the essense of the brand in order to provide a variety of product and service extensions. The Stetson name will just be a product to be worn, but symbolize an entire lifestyle.

The goal for all brand extensions is to reinforce and embody the 3 Cs (Capable, Confident and in Control) that characterize all successful and educated working men. Stetson now strives to improve the livelihood of its customers whether at work, during play or at home.

45

46

PART OF THE MAN

TRENDY

AllSaints SpitalFields Diesel

Gucci Ferragamo

H&M

STETSON

Calvin Klein

AFFORDABLE

After

Ben Sherman Ducati

Old Navy

STETSON

Before

CLASSIC

BRAND ANALYSIS. MORE RECENTLY, STETSON HAS ATTEMPTED TO INTRODUCE NEW PRODUCTS INCLUDING MEN AND WOMEN’S CLOTHING, HATS, SHOES, COLOGNE, SHAVING TOILETTRIES, AND VARIOUS OTHER MISCELLANEOUS ACCESSORIES. The above graph indicates the projection of Stetson after the rebrand. The company’s focus has shifted its focus back toward working men specifically in order to return to the true essense of the brand. Stetson is a perfect blend of contemporary style and high-end prices.

Although the graph only sites competitors in the retail industry, Stetson has branched out into new markets and is competing on a whole new playing field.

EXPENSIVE

TRYING ON NEW HATS

47

48

PART OF THE MAN

PROTECTION

PRIDE

Providing a hat

OLD AND WORN. Over a century ago, Stetson provided men with an functional and stylish accessory to protect them against the uncertainties of the outdoors. The Stetson hat could be worn by lawmakers and lawbreakers alike, becoming a stereotype that is long out-of-date.

The core of the company can be found within the hat throughout the life of the company, but Stetson today needs to update its image, not only to keep up with the times, but to reflect the needs and desires of modern men.

49

TRYING ON NEW HATS

CAPABLE

WORK

PLAY

Getting the job done

CONFIDENT

Living on the edge

Empowers men

AT HOME Protecting you and yours

IN CONTROL

BOLD AND RISKY. Today, the brand doesn’t only offer an accessory, it prepares men for whatever mission they embark on. Stetson encourages proactive thinking and a risk-taking mindset. One must take risks in order to get ahead All of Stetson new brand extensions can be traced back to one of the characteristics (the 3 Cs) displayed in the diagram above. A brand that condones a rich—in more ways than one—lifestyle must support men in every aspect of their lives.

50

PART OF THE MAN

MORE THAN JUST A PRODUCT.

STETSON IS STAYING ON TOP.

The following brand extensions are indicative of at least one of the characteristics (the 3 Cs) that make up the essense of Stetson.

Over the next several pages more detailed descriptons of some of the new Stetson products are introduced.

Getting the job done.

CAPABLE.

PRODUCTS

Protecting you and yours.

IN CONTROL.

Hats for all occasions Career & Formal Wear

Master’s Collection Bourbon

Personalized Firearms

Custom Cases & Travel Bags

Men’s Casual Wear

Night Optics

Haute Couture Attire

Motorcycle Helmets/Protective Gear

Custom Switchblades

Mobile Finance Organizer

Special Edition Café Racer

SERVICES

EXPERIENCES

Living on the edge.

CONFIDENT.

Stetson Online

The Stetson Storefront

Quickdraw Shooting Range

Home Alarm System

The Stetson Gentry

Spurs Whiskey Bar & Distillery

Stetson Private Detectives

Financial Advising

Bourbon Aficionado Coalition

Stetson Deadlock Safes

White Hat Limo & Travel

Career-Building Lecture Series

Bourbon Blending Symposium

Self-Defense Classes

Entreprenuership Seminars

Black Hat Race Track

Survival Training Courses

Stetson Career Networking

TRYING ON NEW HATS

51

52

PART OF THE MAN

TRYING ON

NEW HATS

THE BRAND HAS EXPANDED BEYOND RETAIL AND NOW PROVIDES A WHOLE NEW LINE OF PRODUCTS AND SERVICES THAT WILL HELP MEN REACH EXCELLENCE WHILE AT WORK, DURING PLAY, AND EVEN WHILE AT HOME. In order to uphold the integrity of the Stetson brand, it is necessary to provide men a lifestyle that will allow them to take risks. In order to get ahead and stay in control of his destiny, he must be equipped in every aspect of his life. Stetson strives to become the company men turn to when they’re on the way to the top.

Stetson’s pilot products—the finest quality hats in America—were a fixture in cow country in the past. Inspired by John B. Stetson’s lifetime of success as an inventor and ambitious entreprenuer, the company returns to the true essence of the Stetson name—a symbol of masculine endurance and accomplishment.

TRYING ON NEW HATS

53

FOR THE CAPABLE, CONFIDENT AND IN CONTROL.

PROVIDING MEN MORE OPTIONS IN ONE PLACE THE STETSON STOREFRONT. THERE IS MORE HERE THAN WHAT MEETS THE EYE. At the Stetson Storefront, there is more than what meets the eye.

The Storefront is where men can find any kind of Stetson attire or accessary. Found in a select few metropolition locations in the U.S., the storefront is never in a mall setting and is usually in locations that allow for large floor plans. Upon arrival in the store, customers are treated with style, with an assortment of complimentary specialty beverages and top shelf cocktails. Visitors to the store have the option to be accompanied by a personal shopper and all clothing is available for in-house tailoring.

With a conspicuous amount of bustle of people coming and going from the back of the store might make first-time visitors sense that they are missing somethingâ&#x20AC;Ś

55

CHAPTER TITLE

THAN EVER BEFORE.

The San Francisco Stetson Storefront sits back in a small pedestrian street called Maiden Lane in the middle of downtown. While the f lagship store is located in New York City, the San Francisco location boasts the most product variety in-store,

56

PART OF THE MAN

The Stetson Gentry entrance in usually an unmarked door on the side or the back of the Stetson Storefront.

Entry is by coded membership cards only.

TRYING ON NEW HATS

CAPABLE AT WORK.

THROUGH THE SIDE DOORâ&#x20AC;Ś THE STETSON GENTRY ORGANIZATION. FOR AN ELITE NETWORK OF BUSINESS-SAVVY INDIVIDUALS. Membership to the Stetson Gentry Organization is offered by invitation only, but some applications are also accepted on a review basis. To uphold the highest quality in businessoriented career opportunities, board members are a population of well-educated, highly skilled individuals with many years of on-the-job experience.

Membership opportunities include a professional network of people from all of the Stetson Gentry chapters. Each chapter headquarters hold regular business and entreprenuership seminars, lecture series and financial advising workshops. All activities are geared to help men create successful careers, whether they need to reinvigorate their career, or are just starting out in the job market.

57

58

PART OF THE MAN

FOR THE CAPABLE, CONFIDENT AND IN CONTROL.

VISIT THE WEBSITE. STETSON ONLINE. SHOP THE STORE, FIND A SERVICE, OR SIGN INTO THE STETSON GENTRY. Stetson Online is a multi-faceted resource for customers and Stetson members. Customers with no close storefront locations can purchase merchandise through the online store, and is provided with online shopping assistance when needed.

Also linked to the site are the many services and events than members and non-members can all attend. The calender page lists all current activities, including lectures open to the public and a variety of social gatherings.

The Stetson Gentry page allows members to recieve updates on members only events and also serves as a database and network for social and professional interaction. This section also functions as a platform for unsolicited professional advice and coaching.

An online presence also gives Stetson the opportunity to venture beyond the confines of the American frontier. Going global allows Stetson to provide exemplary products and services to deserving men across the world.

59

TRYING ON NEW HATS

Visit the new Stetson homepage. www.thenewstetson.com

60

PART OF THE MAN

Wearing a Stetson product has always been an indication of success, and today is not an exception. A brand on top of the latest trends in men’s fashion, the career clothing line upholds Stetson’s legacy of impeccable quality and craftmenship.

All of the clothing is made and detailed in America. The ensure the perfect fit, custom tailoring is offered for all items. Stetson also offers Haute Couture custom-fit services, giving men the opportunity to personalize their look with one-of-a-kind clothing.

Stetson believes that clothing should provide a sense of pride and confidence that comes from looking good. How a man looks is his first line of defense.

STETSON CAREER AND FORMAL WEAR. MEN SHOULD GO TO WORK IN STYLE.

CAPABLE AT WORK.

BUSINESS ATTIRE. BECAUSE MEN NEED TO

TRYING ON NEW HATS

LOOK THE PART TO PLAY THE PART.

The career clothing line includes suits for all occations, a variety of formal and stylish hats, men’s dress shoes, dress coats, ties, a large selection of dress shirts, vests, scarves, belts, cologne and men’s toiletries.

61

62

PART OF THE MAN

CAPABLE AT WORK.

INTRODUCING A WORK NECESSITY.

BRIEFCASES, TRAVEL BAGS AND WALLETS. PROTECTING PERSONAL BELONGINGS NO MATTER HOW SMALL. Stetson’s fool-proof security system keeps people’s belongings always accounted for. All bags, cases and wallets come equipped with computer chip tracking devices that can be accessed from a computer or mobile device. Digital combination locks are also available for any bag or case.

Born from practicality, all of these products are designed from the finest quality leather and light-weight alloyed titanium. All Stetson cases and bags are custom dyed and have a water-resistant finish. Customers have the option of personal ordering specific sizes to fit the dimensions of laptops, specific electronics or any other need one may have.

63

TRYING ON NEW HATS

Stetson offers modern designs made from cutting-edge technology, titanium alloyed with aluminum and iron, that creates both durable and light-weight designs. As seen on the reverse page, all-leather designs are also available for men a more classic and stream-lined look.

64

PART OF THE MAN

CAPABLE AT WORK.

CONVENIENCE FOR MEN WHO ARE

WHITE HAT LIMOS AND TRAVEL AGENCY. Limo and travel services are provided for Stetson Gentry members and are available both nationally and internationally, whether it is work or play. All White Hat cars come outfitted with WiFi, fully catered beverage, cocktail and meal options and a high-definition satelite entertainment system.

White Hat Travel Services are membersâ&#x20AC;&#x2122; personal trip planner, offering any types of travel planning from, luxury cruises to red-eye flights. White Hat helps members book the most luxurious travel plans, accomodations, dining and down-time activities.

TRYING ON NEW HATS

ALWAYS ON THE MOVE.

MOBILE FINANCE ORGANIZER AND MANAGER. The mobile finance organizer is a way to view, organize and manage all accounts from one application, regardless of the bank or institution. It can manage bank transactions from a large list of global banks with the highest level of security.

With busy schedules, Stetson members need to be able to manage their finances with ease.

The finance application will also allow purchases to be made right from a smart phone or mobile device, without the need for a credit card. Anti-theft features are also available for added protection and peace of mind.

65

66

PART OF THE MAN

CONFIDENCE AT PLAY.

DRESS TO IMPRESS FOR EVERY OCCASION. CASUAL WEAR. EXERTING PERSONAL STYLE AT ALL TIMES. The Stetson Casual line, gives the Stetson man many options for and styles for whatever he decides to do on his days out of the office. From day to night, comfortable to inclemate weather, a night on the town to lounging at home, the brand will have something to suit menâ&#x20AC;&#x2122;s every need.

The Stetson Storefront arranges each style by activity and personality, ensuring that men will find what theyâ&#x20AC;&#x2122;re looking for with ease and efficiency. Personal stylists and shopping assistants stand by to help with any special requests and requirements.

With the finest quality and detail on every garment, men can still find a large variety of hats and accessories compliment their attire.

67

TRYING ON NEW HATS

Many Stetson print advertisements for menâ&#x20AC;&#x2122;s attire like the example below can be found in a variety of menâ&#x20AC;&#x2122;s magazines, publications, and signage.

Visit the Storefront to see how Stetson can transform you into the man you always knew you were.

No Storefront near you?

Visit the website at: www.thenewstetson.com.

PART OF THE MAN

68

PART OF THE MAN

CONFIDENCE AT PLAY.

SERVE IT NEAT. NO ROCKS NECESSARY.

+ Co-branded with Woodford Reserve

THE SPURS WHISKEY BAR & DISTILLERY. With the proud partnership with another American-born company, Woodford Reserve, Stetson provides a unique and small batch of pure Kentucky-made whiskey. The Stetson Masters Collection uses the traditional pot still distillation method to make a unique single barrel bourbon.

The Spurs Whiskey Bar & Distillery ages its bourbon in-house and also offers an exquisite menu of hors devours and bourbon pairing suggestions.

The Distillery is also host to a number of Stetson Gentry events and groups, including the Bourbon Aficionado Coalition. The Coalition is a select number of The Gentry who apply their whiskey expertise toward the making of one-of-a-kind rare whiskey blends.

69

TRYING ON NEW HATS

Spurs Whiskey Bar & Distillery is located in Woodford County, Kentucky. Although most special events take place at The Distillery, several satelite Spur Bar & Restaurants are located in select cities.

70

PART OF THE MAN

The Black Hat Racetrack shown above is located around 50 miles north of the San Francisco Bay Area. There are five Racetrack locations scattered around the U.S. and all are situated outside major cities.

TRYING ON NEW HATS

CONFIDENCE AT PLAY.

FULFILL THE NEED FOR SPEED.

+ Co-branded with Harley-Davidson

THE BLACK HAT RACETRACK. A HARLEY XLCR. RISKY BUSINESS. The reknowned American motorcycle brand, Harley-Davidson, joins with Stetson for a Special Edition XLCR, Harley’s deceptively fast Café Racer. The slim, retro inspired motorcycle, is almost pure black, including the bikini fairing, fuel tank, flat-track style seat unit, side panels, frame and exhaust system. A similar model to Harley’s late 1970s XLCR, the new Harley Café Racer, is faster and more prepared for the track.

The Black Hat Racetrack holds seasonal international competitions. All Stetson Gentry members recieve VIP box seats and can participate in private betting. Skilled members even participate in some of the races. On season off days, Gentry members have the opportunity to to use the track at their leisure or to practice extreme motorcycle stunts.

An assortment of motocycle gear is also available for purchase at the Stetson Storefront.

Some items include the black Stetson helmets, leather motorcycle jackets and gloves.

71

72

PART OF THE MAN

The Quickdraw Shooting Range provides Sharp Shooter Lessons for all guests should they request them. The lessons includes self-defense tips and specific shooting techniques geared for specific scenarios.

TRYING ON NEW HATS

CONFIDENCE AT PLAY AND IN CONTROL AT HOME.

BE PREPARED FOR ANY AND EVERYTHING.

+ Co-branded with Smith & Wesson

THE STETSON CUSTOM FIREARM. QUICKDRAW SHOOTING RANGE. Stetson’s third co-branding partnership with American gun provider, Smith & Wesson, is a match made in heaven. The Stetson Firearm can be personalized to every customer to fit every need and requirement. Dimensions, weight and engravery are all one-of-a-kind and made-to-order. There are a wide variety of rare and exclusive metals and materials to choose from when ordering the gun.

The Quickdraw Shooting Range provides every man with the practice he needs to perfect his aim. Whether a man desires the capability to protect himself and his, or he just needs to satisfy his competitive nature, The Range provides the space and environment necessary to hone one’s skills.

73

74

PART OF THE MAN

IN CONTROL AT HOME AND EVERYWHERE ELSE, TOO.

TAKING MATTERS INTO ONEâ&#x20AC;&#x2122;S OWN HANDS.

NIGHT OPTICS AND THE STETSON PRIVATE DETECTIVES. The Stetson Night Optics were fashioned after military night vision binoculars. This pair of high tech Optics has a 500 mm spectral range and cutting edge image intensification technology. Stetson Optics come equipped with several viewing options and custom settings including, active illumination, thermal vision, active infrared and laser range gated imaging. The devices also come in a range of sizes and weights.

All Stetson Gentry members may utilitize Private Detective Services at their descretion.

The Detective Services allow men to take matters into their own hands when no other means are available. All investigations are committed to extreme confidentiality and are under contract until job completion or by client termination. Some restrictions can apply.

TRYING ON NEW HATS

To ensure confidentiality for all clients, detectives report to an agency representative and will have not have direct contact with clients. The Detective Services opperate as a private entity and have no government affiliations.

75

76

PART OF THE MAN

THE FIRST CHOICE FOR MEN ON THE WAY UP.

TRYING ON NEW HATS

77

78

PART OF THE MAN

Designed, Produced and Written by Nicole Ryan.

Photography series by Nicole Racquel Photography. Š December 2011. All rights reserved.

Academy of Art University.

San Francisco, CA www.thenewstetson.com