JOURNEY OF A BRAND: SARAH KJORSTAD ON THE EVOLUTION OF HER HAT BRAND, JW BENNETT
Who: Sarah Kjorstad
Location: Jackson Hole, Wyoming and Park City, Utah
Occupation: Hatmaker and founder of JW Bennett
THE STORY: Sarah Kjorstad grew up on a ranch in Wyoming, where she learned the importance of strong values, connection to the land, and grit. In search of an outlet for her creative expression, she began creating custom-made hats and beaded hat bands as a reflection of her classic style and cowboy heritage. Today, the JW Bennett brand is an expression of Kjorstad’s family’s ranching roots, as well as the creative and professional path she has forged along the way. “My business name and logo combines Bennett, the maiden name of my grandmother and middle name of my father, while recalling the upside-down ‘JW’ of my family’s cattle brand,” she explains. The beautifully crafted hats are as stylish as they are functional, and are favorites among locals and out-of-towners.
