Bruno Mars‘ brand Ricky Regal and Stetson reunited for their second collaboration, creating the 10X Straw hat inspired by Western style and the cowboy core aesthetic. The style reimagines the brands’ first collaboration from 2024.
The 10X shantung straw hat is handmade in the United States and features an updated take on a Stetson style that dates back to the earliest days of the brand, featuring a signature gold horseshoe pin set with rhinestones and a co-branded premier roan leather sweatband.
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“Something magical happens when you put on the right Stetson hat,” said Bruno Mars in a statement. “So happy we got to do this again.”
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The lightweight, durable, summer-infused hat is a departure from Bruno Mars’ Ricky Regal and Stetson debut collaboration. The initial design, which debuted in September 2024, harkened back to Stetson’s early creations. The brand was founded in 1865 by John B. Stetson.
“Bruno Mars is famous for the effortless way he remixes timeless influences and that’s exactly what he’s done with this collaboration, bringing a modern attitude to Stetson’s rich history and legendary craftsmanship,” Robert Dundon, Stetson chief executive officer, said of the initial collaboration.
The Regal 10X Straw Hat is available on Thursday via Stetson’s official website and retails for $225.
Bruno Mars’ Stetson collaborations comes amid a cultural fixation on cowboy core aesthetic and the repurposing of Americana staples. Thanks in part to Beyoncé’s “Cowboy Carter” album, such trends as cowboy boots, hats and more have seen a major resurgence.
The Western style aesthetic has also seen a revival on the runway. Schiaparelli’s fall 2025 ready-to-wear collection featured Western style inspiration throughout, with Joelle Diderich noting in WWD’s review of the collection, “Cowboy core is still riding high.”
Cowboy moments on the runway have also been chronicled over the last few decades. Brands like Versace (fall 1992), Calvin Klein (summer 2018) and Chanel (pre-fall 2014) all embraced iterations on the trend.