JW Bennett owner Kelly Frye expands the brand with a new location in Steamboat, Colorado — a place long woven into her own story. Photo: Shannon Corsi.
STEAMBOAT, Colorado — JW Bennett, the female-run Western hat brand known for blending cowboy heritage with refined craftsmanship, is opening a location in Steamboat on Saturday, May 30.
Founded in Jackson Hole by Sarah Kjorstad, a Wyoming native, JW Bennett reflects the values she learned growing up on a multi-generational ranch outside Casper, WY: strong values, a deep connection to the land, and pure grit. The brand has built a loyal following for its handcrafted hats and accessories made using traditional millinery techniques and nearly century-old equipment. Each hat is designed and made in-house, reflecting a commitment to small-batch, artisanal production and a modern interpretation of Western style that feels both elevated and authentic.
The upcoming Steamboat location continues that vision—offering a space where craftsmanship, Western tradition, and contemporary fashion come together.
Woman-owned and women-run, JW Bennett draws inspiration from the mountains, rivers, wildlife, and culture of the Mountain West. Its aesthetic reflects raw grit, natural freedoms, and personal style, shaped by communities in towns built by entrepreneurs seeking new beginnings and inspired by Wyoming’s rich heritage of female leadership.
A defining part of the brand is its boutique, atelier-style experience. Rather than a traditional retail setting, JW Bennett functions as a styling studio where guests receive personal fittings, shaping, and customization. Each hat is tailored to the wearer’s face, lifestyle, and personal aesthetic, creating a highly individualized experience.
Guests are invited to celebrate the grand opening on Saturday, May 30, and experience the personalized styling and craftsmanship JW Bennett is known for. Visitors can explore signature hat styles and handcrafted accessories, receive a custom fitting, and discover one-of-a-kind details inspired by the spirit of the Mountain West.
“There’s something powerful about returning to the places that stay with you,” said Kelly Frye, owner of JW Bennett. “Steamboat is woven into my family’s roots and my own journey, and opening a space here feels like honoring where we come from while looking ahead to what's next for our brand."
Community members and visitors are encouraged to stop by throughout opening day on Saturday, May 30, from 10am to 6pm, with celebratory Champagne and light refreshments from 4–6pm.
For more information, visit JW Bennett’s website and sign up for email updates to stay informed about new collections and special events for the Steamboat community.
Contact
JW Bennett
635 Lincoln Avenue, Unit R
Steamboat Springs, CO 80487
(970) 439-5155
Jwbennett.com
Instagram & Facebook: @j.wbennett