American Hat Company’s positive Time Project
Photo courtesy of American Hat Co
If you’ve ever been to a rodeo, there’s a good chance you’ve seen a little black circle with a +x symbol on the back of a someone’s cowboy hat. For the folks at American Hat Company, +x— which stands for Positive Times—represents a mission, a lifestyle, and a legacy.
More than a brand
Positive Times began as Keith and Susan Maddox’s cattle brand. When the Maddox family purchased American Hat Company in 2003, it was their positive spirits that carried the company through hardships into the success the company experiences today.
Keith and Susan Maddox, photo courtesy of American Hat Co.
“Keith’s positive outlook and his confidence in what we were doing got us all through,” shares American Hat’s Chief Financial officer Sherry Haws. “He instilled in us that we were going to be the best and we were going to make it—and here we are.”
Keith lived his life guided by the Positive Times mantra—a philosophy rooted in seeing the good in every person and situation.
“Keith was the most positive person I ever met,” shares American’s Vice President of Operations, Cody Bates. “He always had a smile on his face.”
A lasting legacy
When Keith passed away in 2019 after a long battle with cancer, Keith Mundee, who now serves as President of American Hat, and the rest of the team brought the Maddox cattle brand to their company as a way to honor Keith’s legacy. From there, the Positive Times movement was born.
“We don't take Positive Times lightly,” Bates explains. “We want to be that light in that dark hour for somebody. Keith [Maddox] was that light for many of us that are here at American hat.”
Today, Positive Times continues to serve as a guiding principle for the business, ensuring that every hat sold represents more than just style; it embodies a way of life. Its mission has swept the Western industry, reaching people around the world.
“If you walk through this factory, you'll see the pride and the smiles on everyone’s faces as they're making this product,” Bates reveals. “We strive for perfection every day. It's pretty awesome to watch everybody here put their hearts and souls into our hats.”
Watch the video below to learn more about the history and impact of Positive Times.
The Positive Times Project
Earlier this month, American Hat Company partnered with Western Sports Foundation to launch the Positive Times Project, a nomination-based program to honor those who choose daily to show up with kindness, grit, and a positive spirit. One standout nominee will be chosen to receive a custom American Hat and a prize package from WSF.
To learn more or nominate someone you know who lives out the Positive Times (+x) mindset, click here.