Montana Territory Hat Co.

MY NAME IS COURTNEY GREEN, FOUNDER, DESIGNER, AND CREATIVE DIRECTOR AT THE MONTANA TERRITORY HAT COMPANY. I am a mother, a daughter, an artist, a runner, a cowgirl. I create handmade custom Cowboy hats in Bozeman, Montana.

I grew up riding horses and drawing. When I was little you could always find me hiding away with my sketch book, my fingers often grey from shading with charcoal pencils, or in the barn spending time with my horses. After college I worked in the fashion industry as a designer and buyer. I loved it, but I always knew I belonged in the Mountains. When I finally made the move to Montana, I wanted to create something that pulled from my background in fashion and design, and my love for art and the American West. I wanted to commit to something that was rooted in and inspired by Montana. I love product that feels like art. Slow, deliberate, intentional. Product that will last a lifetime and accumulate stories along the way.

Before I started the Montana Territory Hat Company, I worked in the fashion industry as a designer and buyer. I absolutely loved it, I think mostly because it allowed me to pursue my business degree, but still stay connected to art and the process of making something. It was still art, but on a massive scale. I learned so much about building brands, creating an immersive experience, product development, and a greater appreciation for the power of photography. I always felt pulled toward makers and brands that could make you feel something through imagery, design, fabrics and style. I worked for Abercrombie & Fitch for 11 years. I feel so lucky to have been there when I was, and even more proud that I left when I did. I was there when building brands was like making movies. It was an immersive, sensory experience. We were building a fantasy through imagery, design, product and copywriting.

During college, I worked at a bakery and I loved everything about it. There is such a romance to creating with your hands and making people happy. When you work at a bakery, you get up absurdly early to go start the pastries and breads. There is nothing like the early morning smell of bread baking and coffee brewing. I loved it. In the early days of my career in Fashion, I still felt connected to some of those creative, sensory elements that I felt at the bakery. As the retail landscape began to change, I still loved what I was doing, but I had lost my connection to “why.” Retail became so big. It turned into a quick race to the bottom in terms of quality and price. I realized that what I really wanted was to make something real. Something that I felt inspired by and could inspire others with. Something grounded, timeless. Not about trends, or planned obsolescence. I wanted to make something grounded in values. Things that last. I wanted to make a product that held a place and a people in reverence. I love products designed for life. Things that are bigger than themselves. I have always loved hats. There is a quality, a history, an identity. Every hat has a story. As a child, I wanted to grow up to be an artist, a designer, and yes, a cowgirl.  My hats fulfill all of those dreams for me.

I am a maker because I believe in product that feels like art. Classic designs, quality construction, thoughtful details, built with a sense of pride and purpose. Something “inspired by the past, to be lived in and loved today, and passed on to future generations.” These hats represent the preservation of a place, a culture and a way of life. I do believe that felt is always in season, especially in the form of a Cowboy hat.

I am an observer. I find inspiration and story literally everywhere. I am endlessly inspired by the Montana landscape and the people and personalities that have shaped the culture of the West. My work has a bit of juxtaposition between high fashion and Old West. I love going to rodeos and art museums, finding inspiration from both Western vintage and high-end fashion designers. I have always loved the artistry, courage and storytelling that is built into a seasonal show and collection. I love photography and the composition, color and emotive quality of an incredible image. I find inspiration in architecture, interior design, a great book. Inspiration is everywhere. Anything built with an intention towards quality and an eye for good taste. I love artists, photographers, musicians and designers who stand for something enduring and timeless. Designed for longevity. A celebration of the past. A nostalgia for the best of who we are. I am always inspired by natural beauty, in both people and place. Ralph Lauren, Peter Lindbergh, Edward Curtis, Richard Avedon. There is an alchemy that exists in the tension between ruggedness and beauty; romance and resilience. Timeless. I have always been inspired by the American Cowboy. The romance and ruggedness of the West. I love the way Cowboys handle themselves. There is a quiet pride. A work ethic. A sense of purpose. A gentleness mixed with courage, tenacity and resilience.

My advice for anyone starting out would be, no matter what it is that you are into, take the opportunity to fall in love with an idea and then fight like hell for it. Let yourself try, fail, and try again. The path does not have to be linear, and it is ok for it to evolve. Start without knowing everything. Just start. You have to do the work. There are no shortcuts. It is hard. Hard is ultimately what makes it rewarding.

I think the key to getting your product out there is to find people who connect with your brand. Who believe or are inspired by what you believe. You inspire them. Tell them a story. Make them feel something. Once you make them feel, they will find you.

I have never worked harder than I work right now. I believe wholeheartedly in what I am making and why. Every time I touch the business through the product, the copywriting, the imagery, the story, is a chance to improve. Is it easy? No. Absolutely not. But I never wanted it to be easy. Anyone can do easy. That would be a boring way to exist. You have to show up. Every day. No matter what. I suppose finding the motivation to do the work has been the easy part. When you love what you do, you find the resilience to persevere born out of passion and purpose. Looking toward the future, I would like to continue to grow this business and expand on opportunities to immerse people in the story, while staying small and special.

I am endlessly curious. I hope to always have questions. The bigger, the better! Some nuggets of wisdom I’ve learned as a maker that I believe can be applied to everyday life are:

There is no replacement for hard work. That is where the magic is.

Be honest. No matter what.

Find something you love to do. If you can figure out a way to turn your passion into a purpose and a business, you won’t regret it.

Find your own voice. It is very clear when a product or a perspective is not your own.

Be a good human.

Be so inspired and energized by your own life, that you have the confidence to let other people live theirs.

You do you!

Respect, hold in reverence, and fiercely protect and honor the natural world. We are only borrowing this Earth for a very short period of time. We are one of many inhabitants, coexisting. Live softly. Only make and do good things.

When it comes to supporting maker-made and American-made businesses, I think the key is to find and support people who are driven by good intentions, who truly believe in what they are making, who are driven by something more than just money. I firmly believe in capitalizing on opportunity and building a profitable business. But only if at the core, there is pride for a job well done, a bigger purpose. A “why.” Regardless of where they are from or what they are doing, there are makers, cowboys, ranchers, farmers, artists, photographers, business owners, all over the world who are worth supporting and feeling inspired by. It’s not about where they are from, but about their “why.” Do you believe what they believe? Are they supporting causes and a way of life that is worth believing in? Does it make you feel a sense of pride and connection to support them?

To me, living authentically means that you do what needs to be done. Take pride in your work. Be honest. Be firm but fair. Have boundaries. Live and work with a sense of pride and purpose. And be willing to walk away from anyone or anything that asks you to compromise your values. I try to bring these values to everything I do, including my hats. I never. Ever. Settle. Everything matters. One of my favorite quotes has always been “the way you do anything is the way you do everything.” I firmly believe this to be true, and adhering to this ideal helps ensure the quality of my brand and product.

For many years, I struggled with how to bridge the divide between work and my personal life. I  found that when I began this company, and created a business around something that I truly love to do, I felt the tension between work and personal dissolve to a degree. I love what I am doing, and I believe in what I am creating. My business is so thoroughly fused with what I love to do, that I find my work and personal life very connected and balanced right now. I’ve been very fortunate to have my family as my biggest champions throughout my journey as a maker.

I hope you’ll come explore my world of handmade hats. Ordering information can be found on my website, www.MontanaTerritory.com.