Hooey

What Hooey does

Hooey, LLC is a privately held western lifestyle brand founded in 2009 and headquartered in Spring Branch, Texas. The company designs, sources, and sells western-inspired hats (trucker hats, ball caps, snapbacks, cowboy hats), apparel (T-shirts, hoodies, jackets, jeans, polos, and the signature Sol pearl snap shirts), and lifestyle accessories (fragrances, knives, wallets, belts, travel goods, and pet accessories) under the Hooey master brand and a portfolio of sub-brands including Cowboy Golf, Cowgirl Golf, Hooey Oil Gear, Hooey Outfitters, and Hooey Sol. The company serves men, women, and youth consumers seeking a non-mainstream western and country aesthetic, with particular traction in rodeo, country music, military, and college sports communities.

The business is built on a Shopify-powered direct-to-consumer e-commerce storefront (getyourhooey.com) supplemented by a single physical Hooey Community Store in Spring Branch, Texas. The product roadmap is strongly collaboration-driven: Hooey maintains a deep partnership portfolio spanning the Professional Rodeo Cowboys Association (PRCA), Dallas Cowboys, US Army, John Wayne, Pabst Blue Ribbon, Whataburger, Resistol, PSD Underwear, Gruene Hall, Spire Motorsports, and more than 30 universities, alongside athlete collaborations with rodeo competitors such as Stetson Wright and Sage Kimzey. Operating geographies are limited to the United States, and the company is privately held with no disclosed institutional investors, parent company, or M&A activity.

Name

Hooey

Legal name

Hooey

Website

https://getyourhooey.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

11–50 employees

Short description

Hooey is a privately held western lifestyle brand founded in 2009 in Spring Branch, Texas, that designs and sells hats, apparel, accessories, and fragrances to men, women, and youth consumers through a Shopify DTC storefront and a single physical Community Store, supported by an extensive portfolio of brand collaborations spanning rodeo, country music, military, and collegiate sports.

Ownership category

akta.pro rank

Product category

Western Lifestyle Apparel

NAICS

Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458), Clothing and Clothing Accessories Retailers (4581)

SIC

Retail-Apparel & Accessory Stores (5600), Retail-Women's Clothing Stores (5621), Wholesale-Apparel, Piece Goods & Notions (5130)

akta.pro industry

PRIMARYCRAAAJAE

Hats, Caps & Headwear

Consumer Products & Retail/Apparel, Footwear & Accessories/Accessories (Bags, Belts, Hats, Scarves, Small Leather Goods)

SECONDARYCRABADAD

Eau de Cologne & Light Fragrances

Consumer Products & Retail/Beauty & Personal Care/Fragrance & Deodorants

SECONDARYCRALAHAM

Pet Apparel & Accessories Retail (Leashes, Collars, Clothing)

Consumer Products & Retail/Specialty Retail (Hobby, Books, Office, Pet, Toys)/Pet Supplies Retail

Keywords

• Western apparel
• Trucker hats
• Cowboy hats
• Country lifestyle
• Western accessories

Headquarters

HQ city

Spring Branch

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Supply Chain, Personnel, Marketing or Sales, Operations, Technology or R&D

Revenue model

1. Apparel and Accessories Sales: Direct product sales of hats, shirts, outerwear, jeans, accessories including belts, wallets, fragrances, knives, travel accessories, and pet products. Revenue is generated through one-time purchases with no subscription component.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels2 records

Core offering

Hooey designs, sources, and sells western- and country-inspired hats, apparel, fragrances, and accessories under its own brand and through collaborations with rodeo, country music, military, collegiate, and lifestyle partners. The company retails these products primarily through a Shopify-powered direct-to-consumer e-commerce site (getyourhooey.com) and one physical Hooey Community Store in Spring Branch, Texas.

Product overview

Hooey is a western lifestyle apparel brand offering a diversified product portfolio centered on hats (trucker hats, ball caps, cowboy hats), apparel (T-shirts, hoodies, jackets, jeans, polos, western shirts), accessories (fragrances, knives, wallets, belts), and youth/golf-specific lines. The company operates primarily through its Shopify e-commerce platform and a physical Community Store in Texas. Product architecture consists of core product lines (Hats, Mens/Womens/Youth Apparel, Gear) supplemented by numerous collaboration sub-brands including collegiate partnerships (30+ universities), rodeo associations (ProRodeo/PRCA, Bad Company Rodeo, BFO), western lifestyle brands (John Wayne, Chris Kyle, Resistol, Pabst Blue Ribbon, Lone Star), and lifestyle collaborations (Dallas Cowboys, Gruene Hall). Signature offerings include the Sol Shirt collection, Cowboy/Cowgirl Golf apparel lines, Hooey Fragrances, and specialty hats under brands like Punchy, Roughy, and Sniper Pig. The brand emphasizes brand collaborations and limited edition releases as key differentiators.

Differentiator

Problem solved

Functional benefit

Brands

• Hooey Golf: Golf apparel collection combining western style with golf functionality
• Cowboy Golf
• Cowgirl Golf
• Hooey Oil Gear
• Hooey Outfitters
• Hooey Sol
• Sol Shirts

Products and services

• Hooey Hat Collection Flagship line of trucker hats, ball caps, and snapback hats for men, women, and youth, including 5-panel and 6-panel designs with FlexFit, snapback closures, and water-resistant options, plus sub-brand hats such as Punchy, Roughy, Sniper Pig, Outfitters, and Hooey Oil Gear themed around the Texas energy sector.
• Sol Shirts Signature pearl snap western shirts available in short and long sleeve variants for men, women, boys, and girls, featuring decorative patterns and western-inspired designs; the original Sol shirt is a flagship product priced from $60 to $65.
• Cowgirl Golf Apparel Women's golf apparel collection featuring western-inspired golf wear including tops, hoodies, polos, skorts, and coordinated pieces designed for female golfers.
• Cowboy Golf Apparel Men's golf apparel line combining western aesthetics with golf functionality, featuring polo shirts, T-shirts, hoodies, and pullover garments designed for golf course wear.
• Hooey Mens Apparel Complete men's clothing line including T-shirts, basics, hoodies, jackets, vests, jeans, polos, shorts, snap and button-down shirts, Sol shirts, and Outfitters shirts.
• Hooey Womens Apparel Women's clothing collection featuring T-shirts, Cowgirl Golf apparel, dresses, hoodies, jackets, jeans, kimonos, matching sets, polos, rompers, skorts, swimwear, snap and button-down shirts, Sol shirts, and accessories including handbags and perfume.
• Hooey Youth Apparel Children's clothing lines for boys and girls including T-shirts, hoodies, jackets, polos, shorts, swimwear, snap and button-down shirts, Sol shirts, and accessories like backpacks and belts.
• Hooey Fragrances Hooey-branded fragrances including West Desperado perfume and Hooey Heritage cologne, targeting consumers seeking western-inspired scents.
• Hooey Knives Top quality knives made with stainless steel featuring multiple blade length variations and handle materials, designed with western aesthetics; sold with companion knife sheaths.
• Hooey Wallets Genuine leather wallets immersed in western culture with signature Hooey styling for men and women.
• Hooey Belts Leather western belts defined by attention to detail and high quality standards, available for men, women, boys, and girls.
• Hooey Gear & Accessories Lifestyle accessories including auto seat covers, backpacks, leather belts, blankets, cap carriers, decals, duffel bags, fragrances, notebook covers, hat patches, pet accessories, and travel gear.
• Chris Kyle Collection Brand collaboration honoring Chris Kyle; a portion of each sale is donated to the American Valor Foundation, with over $650k contributed to veteran causes to date.
• ProRodeo (PRCA) Collection Official Professional Rodeo Cowboys Association (PRCA) collaboration featuring PRORODEO-branded hats and merchandise.
• Pabst Blue Ribbon Collection Collaboration with Pabst Blue Ribbon beer featuring Texas-themed hats and apparel under the Lone Star beer tagline.
• Resistol Hat Collection Collaboration with Resistol brand featuring cowboy hats with Hooey branding and style elements.
• Rope Like A Girl Collection Collaboration with a nonprofit foundation dedicated to empowering women and youth in the western, rodeo, and roping industries through a branded hat collection.
• PSD Underwear & Hooey Collaboration Partnership with PSD Underwear featuring branded underwear collections including San Antonio, Hooey Hills, Gulf, Dancehall, Aztec Ombre, and Cowboy Golf designs; includes boys' PSD x Hooey youth underwear and PSD x Hooey women's underwear and bras.
• Collegiate Team Hats University and college-branded merchandise collaborations covering over 30 teams including Dallas Cowboys, Auburn University, Baylor University, Texas A&M, University of Texas, Oklahoma State, LSU, Mississippi State, Montana State, Kansas State, Boise State, Colorado State, Purdue, and Tarleton State.
• Hooey Outlet Clearance section offering discounted hats and apparel items from previous seasons.
• Hooey Community Store Physical retail store located at 15000 SH 46-W Suite 300, Spring Branch, TX 78070, open Thursday-Saturday 12pm-9:30pm and Sunday 12pm-8pm.
• Hooey x Rock and Roll Denim Jeans Women's jeans collaboration with Rock and Roll Denim brand.

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature1 record

Partnerships

16 partnerships are on record, tiered core, major and minor.

• Professional Rodeo Cowboys Association (PRCA)coreStrategic or Co-development PartnerOfficial Professional Rodeo Cowboys Association (PRCA) X Hooey collaboration for PRORODEO branded hats and merchandise. This partnership positions Hooey within the official rodeo ecosystem.
• American Valor Foundation (Chris Kyle Collection)coreStrategic or Co-development PartnerA portion of each sale from the Chris Kyle Collection goes back to veterans by way of the American Valor Foundation. Over $650k has been given back to the foundation.
• ResistolmajorStrategic or Co-development PartnerResistol Hat Collection collaboration featuring Resistol cowboy hats with Hooey branding and style elements.
• John WaynemajorStrategic or Co-development PartnerJohn Wayne Collection featuring hats and apparel celebrating the legendary actor and American icon.
• Pabst Blue RibbonmajorStrategic or Co-development PartnerPabst Blue Ribbon collaboration featuring branded hats and merchandise. Pabst is known as 'The National Beer Of Texas'.
• PSD UnderwearmajorStrategic or Co-development PartnerPSD X Hooey underwear collaboration featuring PSD's performance underwear with Hooey western-inspired prints and designs.
• Rope Like A GirlminorStrategic or Co-development PartnerNonprofit foundation dedicated to empowering women and youth in the Western, rodeo, and roping industries through branded hat collection.
• US ArmymajorStrategic or Co-development PartnerUS Army collaboration featuring patriotic themed hats and merchandise supporting military appreciation.
• Dallas CowboysmajorStrategic or Co-development PartnerOfficial Dallas Cowboys team collaboration featuring Cowboys-branded hats and apparel with Hooey styling.
• Bad Company RodeominorStrategic or Co-development PartnerBad Company Rodeo collaboration featuring rodeo-themed hats and merchandise.
• Gruene HallminorStrategic or Co-development PartnerGruene Hall collaboration featuring merchandise celebrating Texas' oldest dance hall located in New Braunfels, TX.
• WhataburgerminorStrategic or Co-development PartnerWhataburger collaboration featuring Texas fast food chain branded merchandise.
• Spire MotorsportsminorStrategic or Co-development PartnerSpire Motorsports collaboration featuring motorsports-themed hats and merchandise.
• Stetson WrightminorStrategic or Co-development PartnerStetson Wright collaboration featuring rodeo champion branded hats.
• Sage KimzeyminorStrategic or Co-development PartnerSage Kimzey collaboration featuring champion bull rider branded merchandise.
• University Athletic ProgramsmajorStrategic or Co-development PartnerOver 30 university collaborations including Texas A&M, University of Texas, Oklahoma, Alabama, LSU, Auburn, and many others featuring collegiate branded merchandise.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Stetson: Heritage cowboy hat and western headwear brand. Direct peer to Hooey on the flagship hat category, with deeper category tenure and broader retail/wholesale distribution; Hooey competes with Stetson on trucker and western silhouette sales.
• Cinch: Western lifestyle apparel and jeans brand popular in rodeo and country lifestyle. Direct peer in men's western shirts and rodeo-event apparel; competes with Hooey for the same western/rodeo male customer.
• Resistol: Major Western cowboy hat brand owned by Hat Brands Group. Direct headwear peer; Hooey actually has a Resistol collaboration collection, reflecting overlapping customer bases and the closeness of competition in the cowhoy hat category.
• Ariat International: Western and equestrian apparel, footwear, and accessories brand with strong D2C. Comparable product breadth (shirts, jackets, hats, accessories) for men, women, and kids, but with far greater scale, performance tech positioning, and wholesale distribution.

Broad incumbents

• Sheplers: Specialty western apparel and footwear retailer. Comparable assortment across men's, women's, and youth western wear, with a stronger physical-store footprint than Hooey.
• Boot Barn: Publicly traded western and work footwear/apparel retailer with 400+ stores. Multi-channel incumbent that competes for Hooey's customer wallet share across apparel, footwear, and accessories.
• Wrangler: Iconic Western denim and apparel brand owned by Kontoor Brands. Broad western apparel incumbent competing with Hooey across jeans, shirts, and rodeo-event apparel at significantly larger scale.
• Cavender's: Largest US specialty westernwear retailer with ~90 stores across the South and Midwest. Competes with Hooey as the dominant western retail aggregator, often carrying many of the same partner brands (including Hooey-adjacent labels).

Emerging players

• Montana West: Western-inspired handbags, accessories, and apparel brand with strong handbag focus. Comparable western aesthetic targeting women, overlapping with Hooey's women's accessories and handbag assortment.
• Rafter C: Western lifestyle apparel brand focused on men's and women's shirts and tops with strong graphics and rodeo ties. Comparable mid-scale peer to Hooey with a similar brand-collaboration model and rodeo-athlete affiliations.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights5 records

Customer concentration

• Xx.com/the_real_hooey
• Facebookfacebook.com/hooeybrands
• LinkedInlinkedin.com/company/hooey-brands

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Hooey