Stetson Revamps Online Shopping Website, Brand Identity

Stetson logo

With its first visual update in more than two decades, iconic American lifestyle brand Stetson is sporting a new online shopping experience and modern identity revamp. The new brand identity will launch worldwide throughout product and consumer touchpoints over the year to come and will start with a rollout this week on a new website, according to an announcement.

Stetson SVP of Marketing and Ecommerce Andrea Bozeman said in the announcement, “The relaunched Stetson.com combines legendary heritage and modern commerce to deliver a best-in-class experience.” The revamped brand identity comes with a refreshed website, which is made optimal for mobile and chockful of product history.

Along with the online experience, the refreshed identity comes with a revamped wordmark created from brand marks that were most seen amid the “peak American design periods of the 1870s, 1920s and 1950s” and a rethought brand crest that Yonder Studios drew per the announcement. In addition, it comes with an updated color scheme “inspired by rich earth tones” per the announcement.

Stetson worked with Tractorbeam, an agency based in Texas, for the brand refresh. The companies worked together to uncover the brand’s comprehensive archive, looking at marks, logos and expressions from the 1860s up to modern times. Teams from both companies were inspirited to create a brand that harnessed historical assets yet remained loyal to the history of Stetson.

Stetson said it has been worn by a wide variety of famous people from presidents to musicians and artists throughout the globe with the inclusion of “culture setters” such as Louis Armstrong, Pablo Picasso and L.B.J.

In separate news, Adobe’s Digital Economy Index for May indicated holiday season spending levels occurring with a mobile commerce emphasis. The report noted eCommerce shopping levels amid the pandemic’s most restricted lockdown phase (April to May) were above what retailers saw during the holiday season of last year (November to December.)


Treasury Secretary: DOGE Has Found $50 Billion in Savings 

Treasury Department

The U.S. Treasury Secretary says a new government cost-cutting effort has found $50 billion in savings.

Speaking to Fox News Tuesday (Feb. 18) evening, Scott Bessent said the work by the “Department of Government Efficiency” (DOGE), a group created by executive order last month, could ultimately lead to “several percent of GDP that we are saving.”

The secretary added that the public doesn’t “have to be concerned about any of this,” in reference to attempts by the Elon Musk-connected team to access taxpayer data, leading Democratic lawmakers to raise concerns about privacy.

At the Internal Revenue Service, Bessent said, there’s one member of the DOGE team “looking at an outdated IT system, that’s all they’re doing.”

Bessent said two people at Treasury had “read only access” to the payments systems, meaning they don’t have the ability to make any changes.  “There are very strict guardrails around them,” he said.

The $50 billion figure is slightly lower than the $55 billion in savings DOGE claims to have found so far. However, a report from Bloomberg News Wednesday (Feb. 19) notes that while DOGE says it has saved $55 billion, its website accounts for just $16.6 billion.

That site also includes an error, the report added, mislabeling an $8 million contract as $8 billion, reducing the amount of the group’s itemized savings by nearly half.

DOGE’s efforts have helped bring about hundreds of thousands of government layoffs, some of which have been rescinded as departments realized they were missing crucial workers. 

For example, the mass firings led to the dismissal of a team in the U.S. Department of Agriculture working on the government’s response to the avian flu. The department has said it is now trying to reverse the firings.

In another incident last week, the National Nuclear Security Administration rescinded firings for employees responsible for monitoring the nation’s nuclear stockpile, only to discover it had no way of getting in touch with said employees.

The idea for DOGE was first floated last year, with President Donald Trump announcing that Musk would lead the project. However, the administration has since said that Musk was an advisor to the White House, and not in charge of the department.

In a recent interview with PYMNTS CEO Karen Webster, Amias Gerety, a Treasury official for the Obama administration, warned of the consequences if DOGE’s efforts to access payment systems created uncertainty.

“If there’s one phrase that dominates discussions about the Treasury’s role in the nation’s finances, it’s ‘full faith and credit,’” Gerety said.

“The full faith and credit of the U.S. government should not be impeached. It’s literally in the [Constitution]. If you’re a bank, if you’re an investor, if you’re a government contractor, if you’re a retiree receiving Social Security — you have to ask, will my payments go through? That uncertainty should be felt around the world.”