Luke Grimes is promoting a culture that he has only begun to embrace over the last several years.

Fortunately, he’s a 40-year-old actor who, before gaining fame as Kayce Dutton on Paramount’s “Yellowstone” in 2018, quickly learned how to ride and care for horses. With a background as a church drummer from a young age, he was also prepared to showcase his skills in a country music studio.

Yet, two decades of acting experience did not fully ready him for his current role.

Country music has soared in popularity, amassing nearly a trillion streams each year. “Yellowstone” has experienced a 60% increase in viewership over the past five years. Now, Grimes is entering his third year as the ambassador for Stetson’s Legend cologne, a brand that’s been around for 160 years.

What were once simply “hobbies and passions” that “didn’t pay the bills” in Grimes’ life have transformed into key elements of a promising and lucrative future.

Teaming Up with Stetson: The Revival of Classic American Brands

“The essence of the American ideal is one that’s been passed down through generations and remains closely linked to country-western culture,” Grimes shared in an interview with The Tennessean, a part of the YSL News Network.

“In the Western aspect of American culture, cowboys symbolize individuals who aren’t afraid of hard work, who cherish survival and thrive by living off the land, just as nature intended.”

Stetson representatives resonate with Grimes’ view.

In discussions with The Tennessean, they pointed out that Kayce Dutton is portrayed as “a level-headed (though often conflicted) enforcer who prioritizes family and embraces country living,” which parallels Grimes’ present life as a horseman and outdoorsman in Montana, who is closely connected to nature and whose father often donned Stetson hats.

With Western-themed actors currently in the spotlight, Stetson has also collaborated with Academy Award-winning actor Matthew McConaughey, a Texas native and country music enthusiast, since 2005, as well as NFL champion Tom Brady since 2007.

“(Brady) epitomizes the passion, pride, and masculine spirit of the Stetson man,” said Stetson Coty fragrance CEO Bernd Beetz in 2007. “His appeal transcends the football field, making him notable for his unique masculinity and captivating personality.”

On his partnership with Stetson fragrances, Grimes describes Legend as “fresh and rugged.” He laughs, adding that it’s a fragrance that “a cowboy could dress up like a gentleman to wear.”

Embracing Country … and Western Culture

Diving deeper, Grimes admits that he wasn’t always one to wear cowboy hats. Growing up in the rural outskirts of Dayton, Ohio, he has a strong affinity for outdoor activities like backpacking, camping, fishing, and hunting.

His father, who hails from the southern Appalachian region, was the one who embraced the hat style.

However, he quickly learned to appreciate the distinction between country culture and Western life.

Working-class rural life is somewhat similar but distinctly different from the day-to-day existence of cowboys living out west.

“Stereotypes and humor do not capture Western culture — it’s about how people provide for their families and survive day-to-day,” he explains. “While filming ‘Yellowstone,’ I’ve spent seven years in Montana, Utah, and Texas gaining a newfound appreciation for this lifestyle. Nearly ten years into this journey, I finally feel comfortable enough to wear a cowboy hat authentically.”

Grimes Expands into Country and Western Music

Grimes is not just a successful actor or a sought-after brand ambassador; he is also signed to Universal Nashville as a country music artist. He collaborates with acclaimed producer Dave Cobb, known for his work with stars like Brandi Carlile and Chris Stapleton. Grimes authored 75% of the songs on his debut album, which is self-titled and set to release in 2024, and has already amassed over 100 million streams globally.

Having grown up enjoying the music of the Highwaymen—Johnny Cash, Merle Haggard, Willie Nelson, and Waylon Jennings—he is passionate about the emerging blend of Americana and country music during this period of revival.

He has also collaborated with or performed alongside artists who offer a unique take on Midwestern and Western lifestyles, including Rodney Clawson, Nicolle Galyon, Jon Randall, and Aaron Raitiere.

This year, he shared the stage with artists like Leon Bridges and Charley Crockett at the Palomino Stage during the Stagecoach Festival.

Grimes comments, “The resurgence of this sound can be linked to the success of ‘Yellowstone,’ among other factors. It really helps when brands, festivals, and TV shows authentically connect to the charm of this lifestyle. I’ve always loved country music and Western culture, and now I find myself representing it in various ways.”

‘Enjoying the Ride’

For nearly twenty years, Brady and McConaughey have been closely associated with Stetson.

When Grimes was presented with the opportunity for a long-term collaboration with Stetson, he felt honored. He acknowledges that, much like Brady and McConaughey, he wants to appeal to those who appreciate the “American West” and its culture.

Grimes reflects, “Having lived in Los Angeles, attended the Cannes Film Festival, and enjoyed outdoor activities in Ohio, all while playing Kayce Dutton, gives me a unique understanding of the diverse cultural and economic facets of American life.” This adaptability allows him to connect with various audiences, similar to past Stetson endorsers.

He adds, “I’m just enjoying the ride and having a blast right now. I hope to continue all the exciting things I’m involved in.”