Signature prints include longhorns, bucking broncos and the iconic Stetson hat, set against a palette of sun-faded indigos, warm saddle tones and soft ivories. (Photo courtesy of HiEnd Accents)
DALLAS – Iconic Western brand Stetson is entering the home category for the first time, through a licensed top-of-bed collection with HiEnd Accents that launches today.
The debut bedding collection translates Stetson‘s design language into chenille jacquards, sculptural matelassé, stonewashed cotton canvas and 100% linen. Signature prints include longhorns, bucking broncos and the iconic Stetson hat, set against a palette of sun-faded indigos, warm saddle tones and soft ivories.
Western looks have been popular for awhile, and HiEnd Accents has been producing Western-themed designs for more than 20 years through its Paseo Road brand, President Jonathan He told Home Accents Today. But the partnership with Stetson brings it to the next level.
“Stetson has so much brand presence and brand recall. For us it opens a customer base we didn’t have before,” He said. “For us, Stetson starts where Paseo Road ends, then goes higher. We’re mostly focusing on the higher tier with aspirational products.”
He said he expects the new Stetson line to attract traditional Western customers, as well as department stores that want to capitalize on the Western moment in fashion and recognize the Stetson name.
Stetson has been in business since 1865 and is perhaps best known for its cowboy hats. It has also licensed its name in apparel and accessories, and has collaborated with Airstream on a line of Stetson-branded Airstreams that are outfitted with HiEnd Accents bedding.
“We’re always looking to bring new customers into the brand,” Stetson CEO Robert Dundon told Home Accents Today. “There’s so much in there whether you ride horses, live on a ranch, have a house in the West that you want to decorate, or if you live in a city and see [Western trends] on the runway. It has infiltrated people’s lives. We’ve seen this trend take hold for years. It’s not a one-and-done, but a real cultural shift, and Stetson is in a real position to take advantage of that.
“We see home as a strategic category, an opportunity to tell the story of the brand – Western and Americana. There are lots of design references. Home is a good fit for our consumer.” HiEnd Accents’ expertise in top-of-bed and its success with its Paseo Road brand is what attracted Stetson to the brand, he said.
Dundon said that other licensed home categories would naturally follow, including rugs, lighting and home décor.
HiEnd Accents showed the line at the WESA show in Dallas in January. WESA is a B2B tradeshow for the equestrian industry. It will also show part of it at High Point Market later this month and is launching a consumer-facing Stetson Home website today.
“We’re even more excited about where we see it going,” said He. “Stay tuned.”
