Stetson extends its women's push with a second The Great collaboration

Stetson and The Great. have released a second collaborative collection, following the spring debut that marked the hat maker's most visible push into women's apparel.

The fall range shifts the palette from the first drop's sun-bleached creams, chambray blues and embroidered neutrals into deep navy, maroon, black and tobacco. Floral embroidery is replaced by soutache trim and heavy textured lace.

The belt assortment, which anchored the first collection, returns in expanded form including a corset style, joined by a new Ridge Hat and two boot silhouettes in woven and inlaid leather made through Stetson's own process. Apparel leans Western-formal, with vintage-rooted suiting, Venetian lace separates and embroidered Western shirting sitting alongside the graphic sweatshirts and knit cardigans associated with the Los Angeles label. The Western Paisley Scarf returns in seasonal colourways.

Robert Dundon, chief executive of Stetson, said the first collection's reception shaped the follow-up. "The response to our first collaboration with The Great. showed us how much our customers loved something that felt both rooted and fresh. This Fall chapter gave us the chance to move into darker tones, richer textures and more elevated Western craft."

Emily Current and Meritt Elliott, co-founders of The Great., said the season allowed a different register. "The West has so many moods, and Fall gave us permission to explore a more dramatic, romantic side of it, one that still feels completely lived-in and true to both of our brands."

The partnership sits within a wider licensing and category push at Stetson, which marked its 160th anniversary last year. Dundon, who joined as chief operating officer in 2021 and became chief executive in March 2023, has extended the brand into boots, watches with Bulova, an Airstream travel trailer, bedding, and a premium bourbon launched this year, while describing women's footwear as one of its fastest-growing categories.

Stetson was founded in 1865 by John B. Stetson. Its hats are manufactured in the United States by Hatco in Texas.