Perhaps the major factor in its legacy is the quality. Jolly says that hats are judged on an “X-factor rating system,” which traditionally scales from 1X to 10X.

Here's the istory of the cowboy hat, from its flat-brim origins to the cultural significance of its iconic curved design and the theories behind why it happened.

Kemo Sabe, a luxury Western apparel store in Jackson, Wyoming, is known for its custom cowboy hats, seen on celebrities like Rihanna and Shania Twain.