WEAR YOUR STORY
Justin Great is a custom hat shop and Western workwear lifestyle brand based in Denver, Colorado, rooted in craftsmanship, storytelling, and timeless Americana style.
Specializing in handcrafted custom hats, ready-to-wear hats and garments, and unforgettable live customization experiences, Justin Great blends the heritage of the American West with a modern, fashion-forward perspective. Every hat is shaped and finished by hand using premium materials, creating pieces with character, individuality, and a story all their own.
Inspired by the pioneers, ranchers, Native peoples, craftsmen, and blue-collar workers who shaped the American West, the brand honors a legacy of resilience, resourcefulness, and self-expression. From a hand-shaped brim and flame-treated felt to rugged workwear and carefully chosen fabrics, every detail is designed to feel authentic, elevated, and built with purpose.
At the heart of Justin Great is the belief that every hat has a story, and every story deserves to be told, heard, and remembered. Each piece carries not only the marks of its maker, but the spirit of the person it was created for. No two stories are exactly alike, and neither should be the hats that tell them.
Justin Great is more than craftsmanship. It is storytelling through fire, felt, fabric, and imagination.
From timeless Western silhouettes to unexpected contemporary designs, we bridge tradition and modern style to create pieces meant to be worn, lived in, and remembered.
Clients can experience the brand through private fittings and custom hat design at our RiNo Denver shop, explore our ready-to-wear collections, or bring the Justin Great experience to their own gathering. Our signature live hat customization experience travels throughout Colorado and beyond for corporate events, weddings, luxury hospitality, brand activations, private celebrations, and special collaborations.
Made by hand. Shaped by story. Built for what comes next.
FOUNDER & DESIGNER
MEET JUSTIN GREAT
For Justin Great, hats have always been personal.
Long before launching the brand that bears his name, Justin spent more than 16 years immersed in fashion, design, and visual storytelling. What began with The Upper Echelon, a fashion platform he created in college, grew into a career that would span editorial, apparel design, creative direction, and branding. He went on to design two full seasons of menswear and womenswear through his own streetwear label, participate in New York Fashion Week, and have his work and personal style featured in publications including GQ, The New York Times, Esquire, Forbes, Fortune, and Complex.
Through every chapter, one thing remained constant: the hat.
Justin had worn hats since childhood, but as his personal style evolved, they became something of a signature. People continually asked where his hats came from and eventually whether he could make one for them.
Already experimenting with shaping and designing his own hats, Justin began studying the craft more seriously. His lifelong fascination with Americana and the American West led him deeper into the history of Western hatmaking, traditional silhouettes, materials, shaping techniques, and the stories behind the people who wore them.
At the same time, the creative agency he founded was working with some of the world’s leading brands. Clients who regularly saw Justin in his hats began asking him to create custom hat experiences for their teams, VIPs, and events. What started organically quickly grew through word of mouth, brand activations, influencers, and millions of views across social media, including a skull crown hatmaking video that reached more than 8 million views.
The demand eventually outgrew events and online orders. People wanted somewhere they could experience the process firsthand, choose a hat, watch it take shape, and leave with something that felt entirely their own.
So Justin built that place.
Today, Justin Great brings together the worlds that shaped him: fashion, craftsmanship, hospitality, storytelling, and the enduring spirit of the American West. What began as a lifelong love of hats has become a modern Western brand built around a simple belief:
Every hat has a story. Every story deserves to be told.
With a focus on iconic western workwear, Justin Great embodies the rugged pioneer spirit and rides off toward adventure, paying homage to the workers who helped traverse and transform the American terrain.
Americana style was once defined by profession and quality was necessary for durability. Looking to the days of old for inspiration, Justin Great's hats and garments are made with quality materials and craftsmanship.
Justin Great crafts timeless pieces that align with his personal style, while keeping the history and heritage of the American experience alive.
HEADED OUT WEST
With a focus on iconic western workwear, Justin Great - OUT WEST embodies the rugged pioneer spirit and rides off toward adventure, paying homage to the workers who helped traverse and transform the American terrain.
Americana style was once defined by profession and quality was necessary for durability. Looking to the days of old for inspiration, Justin Great's OUT WEST Collection is made with quality materials and craftsmanship.
Through OUT WEST, Justin Great is able to craft timeless pieces that align with his personal style, while keeping the history and heritage of the American experience alive.
OUR LOGO TELLS OUR STORY
THE BRAND
For generations, a brand was more than a mark. Forged from iron and shaped by hand, it represented identity, ownership and pride throughout the American West. No two impressions were ever perfectly alike. The subtle bends, grooves and imperfections of the iron became part of the character of the mark itself.
The GREAT wordmark draws from that tradition. Each letter is intentionally imperfect, designed to resemble the irregularities of a hand-forged branding iron rather than the precision of modern typography. It is a mark rooted in craftsmanship, individuality and the enduring character of the West.
Like the pieces we create, it isn't meant to be perfect. It's meant to leave a mark.
THE BANDANA
Dating back as far as the 1800's, bandanas have always been one of the most valuable tools of a cowboy, in fact, no real cowboy in the old west would work without one. The very first cowboy bandanas were worn for warmth in cold temperatures and for protection from sun, wind and dirt. The bandana is a symbol of necessity and function that transcended its way to style. Justin Great™ pays homage to that duality offering quality products that look GREAT.
