#282 - Positive Times, American Hats, and the Legacy Behind the Brand

In this episode of In The LOOP, Jordan Jo sits down with Susan Maddox for a conversation rooted in resilience, legacy, and what it truly means to build something that lasts.

From growing up on a farm in Wyoming to becoming one of the most influential women in the Western industry, Susan shares the story behind the creation of the Best Hat Store and the rise of American Hat Company into one of the most recognizable brands in rodeo today.

But what stands out most isn’t just the success of the brand… it’s the heart behind it.

Susan opens up about her love story with Keith Maddox, the foundation they built together, and the unwavering belief in “Positive Times” that continues to shape American Hat Company today. She shares the hard moments too—from losing nearly everything in a devastating factory fire to carrying on the legacy after Keith’s passing.

They talk about the importance of doing the right thing in business, supporting the next generation through the Keith Maddox Memorial Scholarship, and why faith, family, and integrity remain at the center of everything American Hat stands for.

At the core of it all is a simple belief:

Be positive. Work hard. And never stop showing up.

This episode is a reminder that true legacy isn’t built overnight… it’s built through perseverance, purpose, and the people you choose to impact along the way.

🎧 Tune in to hear how Susan Maddox is continuing the Positive Times legacy, empowering the next generation, and proving that grit, kindness, and authenticity still matter in the Western industry today.