THE POSITIVE TIMES LEGACY

Keith Maddox and American Hat Company’s Enduring Symbol of Resilience
Keith Maddox, known affectionately as “The Hat King,” transformed American Hat Company into a cornerstone of the Western wear industry. When he took the reins, the company was already deeply respected for its craftsmanship, but Keith elevated it to new heights. His passion for authenticity, quality, and a love for the cowboy lifestyle is infused in every hat that comes off the production line. Under his guidance, American Hat Company not only became a beloved brand but also an emblem of the Western spirit itself—serving everyone from professional cowboys to Western lifestyle enthusiasts across the country.

Founded on a legacy of craftsmanship dating back to 1915, American Hat Company has remained committed to producing quality hats that embody the rugged and enduring spirit of the American West. Mr. Maddox’s influence took this legacy further, embedding a unique, personal philosophy into the heart of the brand—a philosophy that has grown far beyond hats.

The Iconic Symbol: ➕✖️

One of the most enduring symbols of Mr. Maddox’s influence on American Hat Company is the ➕✖️ symbol. Originally, this mark was used as a cattle brand, a functional identifier in the ranching world. However, it took on a much deeper meaning as Mr. Maddox adopted it as a life philosophy. Visually simple yet rich in meaning, the ➕✖️ symbol represents “Positive Times”— an outlook that emphasizes seeing the good in every person and situation. This symbol is more than just a brand; it’s an emblem of a positive spirit that Keith infused into every aspect of the company.

This symbol now accompanies every hat that American Hat Company produces, serving as a daily reminder to approach life with optimism and resilience. For Mr. Maddox, the ➕✖️ was a way of life—a commitment to making the world better through positivity and hard work.

The ➕✖️ embodies values that are at the core of American Hat Company: resilience, positivity, and authenticity. This philosophy isn’t just a slogan; it’s a guiding principle that shapes the company’s products and the experience it provides to its customers. For American Hat Company, the hats are crafted not only to protect from the elements but also to symbolize a way of life. Just as the hats are durable, authentic, and timeless, so too is the spirit that ➕✖️ represents. It’s about facing challenges with a positive mindset, about seeing the good, even in adversity, and about carrying that positivity into every interaction, every day.

For customers, wearing an American Hat is a choice to embody these values. Each hat sold is not just an accessory; it’s a part of a larger story and a reminder of the values that Mr. Maddox championed. It’s a badge of resilience and a connection to a community that shares a commitment to the Western way of life.

THE LEGACY

Keith Maddox’s legacy goes beyond the products; it’s woven into the culture of American Hat Company and has a lasting impact on the Western community. This “positive times” mindset has inspired the company to engage in numerous initiatives, supporting youth organizations, western heritage events, and rodeo programs. Mr. Maddox’s vision was not only to sell hats but also to make a difference—to support the next generation, to build community, and to foster positivity in every interaction.

When Mr. Maddox passed away in 2019, the Western community gathered in the Fort Worth Stockyards to celebrate his life and the legacy he left behind. His commitment to positivity and resilience was evident not only in the success of American Hat Company but also in the way he touched the lives of everyone around him. Today, his wife Susan Maddox continues his work with the same dedication, adding her own vision while upholding the values Keith cherished. She has embraced the role of Matriarch of American Hat Company, ensuring that the “Positive Times” philosophy remains at the forefront of everything the brand does.

The ➕✖️ symbol is more than just a mark—it’s a legacy, a commitment, and a way of life that defines American Hat Company. Keith Maddox’s influence continues to guide the brand, reminding customers, employees, and partners alike to live each day with resilience and positivity. Under Susan Maddox’s leadership, American Hat Company proudly continues its mission of creating exceptional hats that stand as symbols of this lasting philosophy.

In a world that is ever-changing, the message of “Positive Times” endures, resonating with a community that values hard work, authenticity, and a positive outlook on life. With every hat produced, American Hat Company not only honors its heritage but also shares a piece of Mr. Maddox’s legacy—a reminder to face each day with optimism and the resilience that defines the spirit of the American West.