This month, the FTWtoday team took a field trip to Bowie, Texas to tour the American Hat Company factory. American Hat Co. produces an average of 1,000 hats per day that are sold to several hundred US stores and shipped internationally. The brand has been featured in Forbes, Vogue, COWGIRL Magazine + more.

What started as a conversation with customer service manager Marche House quickly turned into an invitation to see the magic behind the hats for ourselves. So, naturally, we said yes.

Humble beginnings

The life of a straw hat begins in China, where it is handwoven, before being shipped to Texas. | Photo by American Hat Co.

The story begins in Houston. In 1915, a man by the name of Sam Silver opened up a modest little hat shop on Main Street. His son, Maurice “Bubba” Silver, would take over the business in 1949 and invent something the market had never seen before: waterproof lacquer — the same classified recipe still being used.

Today, American Hat Co. is the only hat company to manufacture a waterproof straw hat. For 70 years, the Silver family was at the helm.

The meaning of ➕✖️

You could basically say that they're hat royalty. | Photo by American Hat Co.

Eventually, in 2003, Keith and Susan Maddox acquired American Hat Co. and relocated operations to Bowie. Maddox died in 2019, but his wife continues to lead the brand today.

Keith's "positive times" (➕✖️) wasn't just a motto; it was a mindset. Two years after the Maddoxes bought the company, the factory endured a massive fire that tore through $13 million worth of inventory. Despite the loss and financial pressure, they persevered.

Though the manufacturing plant is located in Bowie, you can find American Hat Co. hats in stores across the country. There are several in DFW, but we recommend The Best Hat Store in the Stockyards, which was founded by none other than the Maddoxes.

Tour times

The FTWtoday team got a warm welcome at the factory.

Tours of the factory are offered by appointment only, but are currently on pause. House says they'll resume in the next month.

In the market for a new hat? Search for a store near you.