Yellowstone star and country music artist Luke Grimes has officially been asked to become the new face of Stetson.
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The actor and recording artist is joining the ranks of Matthew McConaughey and Tom Brady as he steps into the role of spokesperson for the popular brand. Stetson will be working to expand its fragrance selection with the addition of Grimes as its new customer-facing ambassador. And you can bet you'll be seeing him in one of several of Stetson's iconic cowboy hats.
"As an actor and musician, I value authenticity and craftsmanship, and Stetson embodies these values completely," Grimes said in a statement about his new role. "I was really drawn to the tagline of the campaign — 'Be Your Own Legend.' It's about living authentically, being true to who you really are. Those are the types of people we call legends."
It's not just Grimes who believes in living authentically or being true to yourself. Stetson president Xiao Li Tan believes Luke himself represents "the power of achieving your dreams on your own terms."
Scent Beauty Inc. partner Steve Mormoris says Grimes embodies a "new, sensitive masculinity" and believes the actor's "superb acting and musical talents" make him a perfect match for the role.
Grimes currently stars as Kayce Dutton in Yellowstone. Choosing to cast him as a representative of Stetson's fragrance brand comes as a move to celebrate the iconic company's 40 years in business — and a way to connect to a younger demographic.
Stetson has been in business since 1865 and has offered authentic Western products for over 150 years. As part of the new initiative, the company will update its packaging this fall and introduce a new campaign across traditional and digital channels starting Oct. 25. You'll also see Grimes splashed across the pages of lifestyle and fashion magazines — even more than you already have.
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