Stetson, the Western heritage brand best known for its namesake hats, has officially expanded into the home category with the launch of its first bedding collection.
According to WWD, the company has entered a licensing agreement with Dallas-based bedding supplier HiEnd Accents. The collection debuted on April 14 under HiEnd Accent’s Western-inspired home label Paseo Road.
This marks the first home textiles collection in Stetson’s 160-year history. According to Paseo Road’s website, this release is just “chapter one,” noting that “new collections, new categories and new collaborations are already in the works,” signaling that this partnership is intended as a long-term expansion, rather than a one-off launch.
Western wear and Western-inspired decor have surged in popularity in recent years. What was once found in certain pockets of the U.S. has transcended geography into mainstream style. At the same time, consumer preferences are shifting away from minimalism to maximalism. In bedding, this has been evident with bolder patterns and brighter colors in recent product launches.
Stetson Home reflects both of those shifts. The collection includes throw pillows, sheet sets, duvet covers, quilts, coverlets and throws, spanning six bedding stories: Chisholm, Conversation, Desert Trail, Larkspur, Pikes Peak and Silverado. Materials include chenille jacquard, slub linen, matelassé, cotton canvas and brushed suede. Design motifs draw from the classic iconography of the American West, including cowboys, horses, longhorns and silhouettes of Stetson hats.
“Stetson has always been guided by the authenticity and craftsmanship that define the American West,” said Robert Dundon, chief executive officer of Stetson, in a statement. “With this collection, we wanted to translate that spirit into the home, creating bedding that feels refined and enduring. These are pieces designed to be lived in and loved, carrying forward the same sense of heritage and quality that defines Stetson’s 160-plus-year legacy.”
Since Dundon became chief executive officer in March 2023, Stetson has increasingly focused on diversifying the brand beyond cowboy hats through new categories and licensing partnerships.
Prices for Stetson Home range from $45 for chenille jacquard pillows to $119 for chenille jacquard throws, and from $199 to $379 for quilt sets and coverlets. Stetson Home is currently available via Paseo Road and HiEnd Accents’ direct channels, as well as through select retail partners, including Dillard’s and Yee Haw Ranch Outfitters.
The Stetson Home launch reflects a broader trend in the industry. As more brands look to extend their identity beyond apparel, bedding is emerging as a stylish way to expand into home.
At the end of March, clothing brand Hanes announced a global licensing agreement with Designer’s Linen Inc. to develop a Hanes Home textiles line including pillows, mattress protectors, sheets and mattresses, slated to launch later this year. Fashion brand Nicole Miller also intends to enter the bedding category. The company recently announced a partnership with the manufacturer Live Comfortably for a line of bedding slated to debut this spring.
