Located in the heart of Fort Worth’s Stockyards is a landmark piece of its western heritage for nearly 30 years—The Best Hat Store.

As the owner of American Hat Company and founder and owner of The Best Hat Store, Susan Maddox’s story embodies the spirit of not only the Western industry but the American West as a whole—it is a tale of renewal, and creating a legacy fueled by hard work, family bonds and unwavering grit and determination.

“I stuck with it and that’s a big part of our story,” Maddox says.

Farm Girl to Entrepreneur

Maddox grew up in the farmlands of Nebraska and Wyoming, helping her father with crops and livestock.

“It was a great upbringing, and it taught me a strong work ethic,” Maddox says. “But I knew from a young age that I wanted something different, a larger world with more opportunities.”

After she finished school, Maddox found herself working part-time in a Western store in Wyoming. Her future was forever altered when she met Keith Maddox, a charismatic cowboy and Tony Lama boot representative, dressed to the nines and equipped with an entrepreneurial spirit. The two embarked on a 10-year friendship that eventually blossomed into love.

In 1988, the pair married and set out to create a new life together. They eventually had two daughters, Treasure and Mercedes. Soon after, they would find their calling in the Western industry that originally brought them together.

Keith became increasingly interested in buying Conroe-based American Hat Company. The hat company was originally founded in 1915 and is renowned for its high-quality handmade hats. After the owners turned Keith down in 1995, the Maddoxes remained undeterred and resolved to open a hat store in the heart of the Fort Worth Stockyards. 

The Best Hat Store officially opened in 1996.

“We never looked back,” Susan says.

The store carried a multitude of hat brands including Stetson, O’Farrell and American Hat, making the retailer an immediate cornerstone of cowboy culture.

Fate intervened again in 2003 when the Maddoxes finally bought American Hat Company on the brink of closure. The couple moved the manufacturing an hour northwest of Fort Worth to Bowie in 2004. From there, The Best Hat Store carried only the American Hat brand.

As its name would suggest, American Hat Company is proudly American-made and maintains a deep commitment to faith, patriotism and honoring those who serve.

On any given day, Susan can be found working at The Best Hat Store, interacting with customers and making them feel at home. This sort of hands-on leadership speaks to what kind of owner she is. 

“Keith used to say, ‘I always knew it would work, I just didn’t know how long it would take,’” Susan says, praising her late husband’s foresight.

High Highs and Low Lows

Like many successful entrepreneurs, the Maddox family also endured crushing losses. In 2005, a fire ripped through the Bowie manufacturing plant and destroyed $13 million in inventory. All the employees were sent home but were still paid while the Maddoxes tried to rebuild what they’d lost.

“Keith was such an entrepreneur, and I was never afraid to go along and support him,” Susan says. “It was always a rollercoaster ride with him. It was so much fun, like feast or famine.” 

“We took out a second mortgage on our paid-for home, we borrowed money from Keith’s 401K. We did everything we could,” Susan says. “Long story short, we finally prevailed, and we finally cranked back up after about 10 years. We kept ticking along. We had to. We had put everything we had into both businesses. We could not stop at that point.”

On Sept. 4, 2019, the Maddox family shouldered an even more devastating blow when its patriarch, Keith, passed away from cancer.

An Ode to Keith

Central to Maddox’s mission is the symbol “+X,” which adorns every American Hat. The symbol was originally Keith’s cattle brand, but is now known as “positive times” to American Hat connoisseurs. The emblem was Keith’s personal motto of staying optimistic and doing the right thing and now serves as the guiding philosophy for the business.

“After Keith’s passing, we wanted something to keep his memory alive and continue the incredible legacy he left behind,” Susan says. “We consider it our north star and we always keep with the ‘positive times’ motto and follow in Keith’s footsteps.”

In addition to “+X” on every hat, the Maddoxes continue Keith’s legacy in their philanthropic efforts including the Keith Maddox Memorial Scholarship given annually to two graduating seniors at the Rodeo Association Finals.

“Keith was all about education, so we’re continuing that,” Susan says.

The family is also heavily involved in The Bobby Norris Roundup for Autism in which they are 2025 co-chairs. Keith was posthumously awarded the inaugural Barry Corbin Award for Grit & Generosity at the fundraising event in September 2024, which his family graciously accepted on his behalf.

Women Leading the Charge

Today, Susan is at the helm of both American Hat Company and The Best Hat Store—a true rarity in the male-dominated Western industry. 

“It’s unique to be a female-owned company in this space,” she acknowledges. “But I think that brings a fresh perspective and strength to what we do.”

Susan says it’s even more unique that her daughters, Treasure and Mercedes, will eventually inherit the business. Both women bring their unique expertise to the company. Treasure uses her communications and marketing experience to expand the brand’s reach on social media, while Mercedes uses her background in accounting to act as comptroller.

“Having my daughters involved has been such a gift,” Susan says. “They bring energy and creativity, and they share the same passion for preserving the Western lifestyle.”

When The Going Gets Tough 

Susan recognizes many were expecting her to sell the businesses or step down after Keith’s passing, but abandoning the companies she built with her husband was never an option.

“I never once considered leaving the business,” she says. “I kept thinking about our employees and what they were expecting … I couldn’t imagine letting my employees down. We truly love and treat them with respect. We know we wouldn’t be where we are today if it weren’t for their dedication and hard work.”

Cowboy Cool

Business is better than ever, and Susan credits the immense growth of the stockyards, their store location and the overall quality of their hats for their continued success.

Another possible factor is the Taylor Sheridan effect. Susan feels as though Sheridan’s ever-popular TV shows–“Yellowstone,” “1883,” “1923” and “Landman”–have sparked a revival of interest in cowboy culture, something Fort Worth has in spades.

This spotlight on all things Western has made once niche items, like cowboy hats, a fashion statement largely embraced by everyday people, tourists and even pop icons like Beyoncé.

“Cowboy is cool again,” Susan says.

The Future is Bright

For Susan, this journey is not just a professional one but deeply personal. From humble beginnings as a midwestern farm girl to leading one of the most iconic brands in the Western industry, her story is a testament to resilience and renewal.

“I’ve faced challenges I never imagined,” she says. “But through faith, family and hard work, we’ve been able to carry on and thrive. I wouldn’t trade this journey for anything.”

Susan says that in the future her businesses will continue to do what they do best—sell and shape great hats. Regardless of American Hat’s expected growth, she promises to always maintain its customer service and the overall quality of its product.

“Keith always believed in building something that lasts,” Susan says. “Our goal is to continue his legacy by staying true to our principles of quality, integrity and positivity. We’re here for the long haul. That’s for damn sure.”