This week, we’re bringing you our sit-down with Dean Serratelli, owner of the Serratelli Hat Company in Newark, New Jersey.

Dean gave us full access to the factory and sat down for an honest conversation about what it really takes to survive in the hat business—from navigating supplier relationships and protecting family legacy to how Serratelli builds hats from raw material to finished product.

We talk history, quality, and the current state of the western wear industry. No fluff—just real answers from a fifth-generation hatmaker still doing it the right way.

If you’ve ever wanted to know what separates a real cowboy hat from the rest, this one’s for you.