When you talk about grit, determination, and the American spirit, few stories embody it quite like Susan Maddox’s. As the owner of American Hat Company and founder of The Best Hat Store, Susan stands at the intersection of history and heart. A woman who has not only preserved a legendary Western brand but has breathed new life into it, ensuring its legacy continues to thrive for generations to come.
Her story is one of resilience and renewal, rooted in faith, family, and an unwavering belief in doing things the right way. Through every twist and turn, Susan has remained steadfast. Guided by a sense of purpose that reflects the same strength and authenticity found in every hat that bears the American Hat name. “I stuck with it, and that’s a big part of our story”. Simple words, yet they carry the weight of decades of hard work, sacrifice, and devotion. In those few words lies the essence of who Susan is. A woman who refused to give up, even when the road ahead wasn’t easy.
What began as a shared dream between Susan and her late husband, Keith Maddox, has grown into something far greater: a living legacy that honors their vision, their values, and the way of life they so deeply loved. Through Susan’s leadership, American Hat Company continues to stand as a symbol of craftsmanship, tradition, and the unbreakable spirit of the cowboy and cowgirl, who believes that faith, family, and perseverance can overcome anything.
Her and the Hat King:
Before she ever set foot in Texas or learned the language of felt and straw, Susan Maddox was a Midwestern farm girl who knew the value of hard work. She grew up with a quiet determination, rooted in the kind of upbringing where you earned what you had and never shied away from a challenge. Those early lessons would later become the foundation for everything she built.
But life, as it often does, had bigger plans for her. Fate intervened in the form of a sharp dressed cowboy named Keith Maddox, “The Hat King”. A man whose magnetic presence could light up a room. At the time, Keith was a Tony Lama boot representative, known for his polished style, larger-than-life personality, and relentless entrepreneurial spirit. He lived and breathed the Western lifestyle long before it became fashionable, and he carried himself with a confidence that drew people in. When Susan first met Keith, she didn’t just meet a man, she met a kindred spirit. Their connection was instant, built on respect and shared values. For the next ten years, their friendship grew stronger, weathering the miles and the years, as both carved out their paths in life and business.
The two were married in 1988. Shortly after welcoming two daughters, Treasure and Mercedes. Between raising a family and chasing opportunity, Susan and Keith found themselves drawn
deeper into the Western industry. The same world that had first introduced them. Together, the Maddoxes took the iconic symbol that is the cowboy hat, and turned it into something far greater than either could have imagined.
An Ode to Keith:
At the heart of American Hat Company lies a simple yet powerful symbol: ➕✖️. Originally Keith’s cattle brand, the mark now represents “Positive Times”. A reminder to stay optimistic, work hard, and do what’s right. It’s more than a brand, it’s a philosophy.
After the passing of “The Hat King”, Mrs. Maddox wanted something to keep his memory alive and continue the incredible legacy he left behind. Today,➕✖️ is considered the North Star for both American Hat Company, and The Best Hat Store. It serves as a reminder to customers, employees, and partners alike to live each day with resilience and positivity.
That same spirit of generosity also continues through the Keith Maddox Memorial Scholarship, awarded each year to two graduating seniors at the National High School Rodeo Association Finals. The scholarship honors Keith’s lifelong belief in supporting the next generation, especially those who embody the same drive, discipline, and determination that defined his own journey.
Women Leading the Charge: The Future is Bright
In an industry built on tradition and long dominated by men, Susan Maddox stands as a trailblazer. As one of the few female owners in the Western world, she has redefined what leadership looks like. Her presence at the helm of American Hat Company is more than symbolic. It’s a statement about what’s possible when grit meets vision. To be a female-owned company in the western industry is unique. Mrs. Maddox brings a fresh perspective and strength in everything the company pursues. From the people she leads to the product that bears the company’s name, Susan’s approach to leadership isn’t just about running a company; it’s about carrying forward a legacy with authenticity and purpose. She honors the craftsmanship and traditions that have defined American Hat Company since 1915, while also embracing progress and modern thinking. Under her guidance, the brand has found the rare balance of honoring its roots while boldly stepping into the future.
Mrs. Maddox’s story isn’t just one of business success, it’s also one of family and faith. Her daughters, Treasure and Mercedes, grew up immersed in the world their parents built, learning the value of hard work and the importance of integrity. Today, they stand ready to carry that legacy forward, representing a new generation of women in the Western industry.
Under her steady leadership, American Hat Company continues to stand tall as an iconic symbol of the western industry. Honoring its past, embracing its present, and building its future. Just as Keith envisioned, the legacy, and the “positive times” philosophy, live on stronger than ever. The story isn’t over. It’s still being written. One hat, one family, and one “positive time” at a time.
