That’s Trent’s Mom
The woman in Greeley Hat Works’ familiar logo isn’t a pinup girl. She’s Trent Johnson’s mom. The image originated with a photograph from her days as a rodeo queen in Trinidad, Colorado. Trent reimagined it years later as both a tribute to his mother and a bit of Greeley Hat Works humor. The company had begun distinguishing its hats by starting with higher-quality hat bodies, making the image a playful companion to the message: Greeley Hat Works starts with better bodies.
Meet Martin
Martin may look like Greeley Hat Works’ original delivery truck, but the 1958 Ford joined the family decades later. Trent bought the naturally aged truck from friend and customer Greg and Jonde Holmes, then worked with Tammy Archibeck to recreate Greeley Hat Works logos found in archives from 1958. She painted them onto the doors, giving the truck the appearance of having belonged to the shop all along. Its name completes the story: Ben Martin was the owner of Greeley Hat Works in 1958.
The Beaver
Long before the current showroom, Trent asked a customer who worked for the Division of Wildlife to keep him in mind if he ever encountered a beaver. After all, beaver fur is central to traditional felt hatmaking. The customer eventually delivered—but the beaver was very much alive. Trent temporarily housed his unexpected guest in a basement broom closet, where its surprise appearance during an interview created a memorable introduction to beaver felt. The animal was later taxidermied and became part of Greeley Hat Works lore.
“After 30 years, you collect more than hats. You collect stories, people, memories, and a lot of weird stuff along the way. Somehow, all of it becomes part of the history of this place.”