Joel and Scott Owen-the siblings behind the PawnShop kings-may have been born and raised in Orange County, but they also have roots (via their grandparents) in Arkansas. So it's not too far of a stretch to see why Stetson chose these singing brothers to bring a contemporary feel to their cowboy boots and hats--and a new market as well (It isn't very often you see cowboy hats worn unironically in SoCal, after all.
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As Stetson models, the musicians also get to play their music for Stetson customers on the Stetson site; each artist will be wearing new Stetson pieces and download their song for free.
The PawnShop kings told Stetson:
[We] chose a song that was reflective of their commitment to being charitable and giving. "Revolution" by John Lennon and Paul McCartney of The Beatles was the perfect song and captured their mission to put out positive messages to fans and encourage others to give time and energy to making the world a better place.