Founded in 1915, American Hat Company faced bankruptcy before Keith Maddox, a lifelong cowboy and rodeo competitor, purchased it in 2003. Maddox transformed the struggling business into a thriving family enterprise that honors traditional craftsmanship with its unique lacquer dipping process and 100% customizable hats.
The company’s “+X” brand symbolizes Maddox’s “positive times” philosophy, creating custom pieces for everyone from ranch hands to presidents. This Texas legacy continues to shape American Western heritage.
Keith Maddox: From Rodeo to Reviving an American Legacy
A lifelong cowboy at heart, Keith Maddox’s journey from rodeo competitor to hat company savior embodied the resilient spirit of American entrepreneurship. After growing up on his family ranch and competing professionally, Maddox graduated from Eastern Oregon State College in 1971, taking his Western Heritage values into the business world.
You’ll find his career trajectory remarkable—he became Tony Lama’s top salesman before setting his sights on the American Hat Company. When the business went bankrupt in 2003, Maddox didn’t hesitate. He purchased the company, relocated operations to Bowie, Texas, and even rebuilt after a devastating fire in 2013 that destroyed much of the facility.
Maddox’s commitment to preserving the cowboy lifestyle resonated with everyone from working cowboys to champions at the Crooked River Roundup and stars like Larry Mahan. His dedication to quality craftsmanship mirrors the excellence demonstrated by DeMarcus Ware during his Super Bowl 50 victory with the Denver Broncos.
The Rise, Fall, and Rebirth of a Western Icon
The American Hat Company’s journey mirrors the peaks and valleys of the American West itself. Founded in 1915 by Sam Silver, the business flourished as cowboy hats became synonymous with Western heritage. However, by the 1990s, changing markets and ownership shifts brought the company to bankruptcy.
When Keith Maddox purchased American Hat Company in 2003, he found a once-proud Houston-born institution reduced to a shadow of its former self. Drawing on his rodeo background and business acumen, Maddox transformed the struggling enterprise into a thriving family business.
You’ll find American Hat Company’s revival represents more than just commercial success—it’s a recommitment to quality craftsmanship. Today, their Made in America promise resonates with customers seeking authentic Western wear. Through determination and respect for tradition, this iconic brand found its second wind in the saddle.
Craftsmanship That Stands the Test of Time
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Behind each American Hat Company creation lies over a century of unwavering devotion to traditional hatmaking methods. You’ll find authentic craftsmanship in every step of their process—from blocking and pressing to cutting, sanding, and shaping—all performed on equipment that has been in use for decades.
What makes these hats truly exceptional is their durability, achieved through a unique lacquer dipping and oven-curing process that guarantees your hat withstands harsh weather and heavy use. You’re never limited in choice either; every hat is 100% customizable, with new straw hat styles added yearly and fresh felt hat colors like Midnight Blue and Black Cherry recently joining the lineup. Yet it’s no surprise that black remains their best-selling color, embodying the timeless appeal of the classic cowboy look.
Much like Charles Goodnight’schuck wagon design became the gold standard for cattle drives across the frontier, American Hat Company has set the benchmark for Western headwear craftsmanship.
Presidential Commissions and the “+X” Philosophy
From presidential events to rodeo arenas, American Hat Company’s craftsmanship has earned recognition at the highest levels of American society. In 2017, they created custom hats for President Donald Trump, including a luxurious 1000X hat featuring a 14-karat gold buckle and American flag hatband.
Beyond high-profile commissions, the company’s soul lies in Keith Maddox’s “+X” cattle brand, symbolizing “positive times.” After his passing in 2019, this philosophy became central to the company mission when Susan Maddox began placing the “+X” brand on their hats. This simple mark resonated deeply with customers facing life’s challenges.
Susan has chosen not to monetize the “+X” brand, preserving it as her husband’s legacy. This commitment to values over profit exemplifies how the Maddox family’s principles continue to guide American Hat Company.
Much like the iconic Pegasus statue that has become a beloved symbol of Dallas, the “+X” brand represents heritage and continuity in Texas craftsmanship.
Preserving Cowboy Heritage in a Changing World
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While the “+X” brand represents the philosophical heart of American Hat Company, its unwavering dedication to cowboy heritage forms the backbone of its identity. Despite pressure to expand beyond its core market, the company steadfastly serves those who embody Western heritage: ranch hands, rodeo champions, and horse-show competitors.
You’ll find their commitment to craftsmanship evident in every hat that leaves their Bowie, Texas facility. Keith Maddox’s legacy continues through this devotion to quality and tradition. In the Cowboy Capital, where many businesses chase trends, American Hat Company stands firm like the Crooked River—unchanging and reliable.
Even after Keith’s passing, his “positive times” philosophy guides the company through changing landscapes, ensuring that the authentic spirit of rodeo culture and Western lifestyle remains preserved for generations to come.
