I pick every hide by hand. If it doesn't feel right, it doesn't make the cut.

I cut every panel myself. No machines. Just me, a blade, and a steady hand.

I steam and shape the crown over a form until the leather gives me that perfect cattleman crease. You can't rush it. Leather tells you when it's ready.

I shape every brim by hand so no two hats sit exactly the same. Your hat is your hat.

I wrap the band, set the longhorn emblem dead center, and make sure it catches the light every time. That's the detail people can't stop staring at.

I braid the chin strap and tug it hard. If it can't handle wind, it doesn't ship.

Last step — I put it on myself. Check the shape. Check the fit. Run my hand across the leather one more time.

If I wouldn't wear it, you won't get it.

That's what 39.99 dollars gets you.