She’s Behind Nashville Custom Hat Shop, Rustler Hat Co.
Discover how Alex Samuels turned a bold leap of faith into Rustler Hat Co., one of Nashville’s most beloved brands — where every hat has a story! Image: Square
Alex Samuels never planned on running a retail business, let alone a hat company … But that didn’t stop her from launching one of Nashville’s most beloved brands. With no prior experience (and plenty of hustle), she built Rustler Hat Co. into more than a shop; it’s a memory-making destination for locals and tourists alike. We caught up with Alex to chat about her recent collaboration with Disco Cowgirl, motherhood, and why she sometimes gives customers the hat right off her head.
First things first. What inspired the founding of Rustler Hat Co.?
I started my career in commercial real estate development here in Nashville. I spent 10 years working on the leasing side and had no experience in retail. I actually never even worked in retail like most high school and college kids, so I opened Rustler completely blind, which was probably why it sounded like a good idea! As most people know, retail is hard.
The idea behind Rustler was to be a part of the Nashville community and provide an experience to both locals and tourists, so that they would remember it forever. My husband and I love to travel, and I always find myself wanting to splurge on something while away. It’s [like] that saying that “money doesn’t really exist while on vacation.”
I wanted something I would actually use, but that would also provide a memory of that specific trip. That’s the real heart behind Rustler; we want to be more than just a hat. We want to be a part of your story.
Can you share your design process, from idea to final product? Where do you find your inspiration?
Being a small business means that everyone literally does a little bit of everything. We went three years with me being the design lead and trying to tell different outsourced designers the vision, but no one was nailing the vibe I wanted to create.
We hired a full-time designer about a year ago, and it has been so fun being part of the design process from start to finish while still allowing it to be in someone else’s hands who truly understands our vision. I try to lean into what I would want to wear when we do a mood board for the season.
I think when you stay true to what you love and believe, it feels authentic. That’s extremely important when building a brand.
The Disco Rodeo collab with Disco Cowgirl sounds like a perfect summer vibe. Can you tell us about it?
Disco Rodeo was our very first collab, and it was so fun. Mattie and I have known each other for 10-plus years, so it was special to do something with another Nashville brand and friend. Together, we have five children under 5, so we are in the same boat with running a business and being a mama.
We centered the collab around the very first Music City Rodeo, and we created pieces people would want to wear to it.
Is there a hat in your personal collection that carries a special memory or meaning for you?
I’m laughing at this question, because I actually don’t have many hats! We had a really hard time keeping our hats in stock the first three years we were open. Sometimes, I would even give a customer the hat off my head. I actually stopped making hats because I always wanted our customers to be able to come into our store and have an amazing experience with the exact hat they came in for.
Fun fact: One of my hats was sold from the store when I let one of our team members wear it. It had my son’s initials in it, but they loved the color, and we were sold out.
I should probably make a special one for myself, but I typically take all the damaged or sample merchandise, so please don’t ever look at what I am wearing as a reflection of Rustler Hat Co. Ha!
Being a mom and business owner is no joke. How do you make space for creativity and calm amid the beautiful chaos?
I think this question is often overlooked. Running a business in the midst of children running around is incredibly tough. It’s hard to be present where you are without thinking about the million other things you need to be doing or are missing out on.
I listened to something the other day that said, “As a business owner/mom, you are juggling a ton of balls. Some are rubber and bounce back up, and some are glass and shatter if they drop. The key piece is knowing which is which.” It just puts back into perspective that you can’t be everywhere and do everything. At some point, you have to pick your priorities and focus on those.
I will be the first to admit that it is much easier said than done.
What’s something most people don’t know about you that might surprise them?
I think people see me as a very Type A personality in terms of my competitiveness, stress level, and goal-oriented personality. But at home, I am completely Type B. My husband runs the household and makes the majority of the decisions, and I wouldn’t have it any other way.
As someone deeply rooted in Nashville’s maker scene, who are some of your fellow female entrepreneurs that should be on our radar?
One of my best friends, Maggie Tucker, owns Magpies, a children’s shop here in Nashville. She just hit her 10-year mark, and I think anyone who has been in business for that long is someone to have on your radar. It’s nice to have someone like Maggie to navigate uncharted territories with.
What’s the best piece of advice you’ve ever received?
I think it would probably have to be “Enjoy the ride.” I tend to always be moving and looking at the next mountain to tackle. Sometimes I need that reminder to look around, see what we’ve created, and just enjoy it for a few minutes.
Faith, family, and friends notwithstanding, what three things can’t you live without?
A workout, sparkling water, and traveling (anywhere and everywhere).
LIGHTNING ROUND
Most recent memorable meal in Nashville? Any time I can get out of the house with my girlfriends is memorable. We tried The Henry a couple of weeks ago and had a really good experience. The vibes were on point, and the food was great!
What’s on your nightstand? A water bottle, a remote (I enjoy trash TV before bed), and my retainers.
Item you’ll never take out of your purse? I usually can’t find my purse (or phone), so hopefully nothing important is in there!
Favorite self-care treatment or product? I don’t really splurge on myself, but when I do, it’s a massage.
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Jenna von Oy Bratcher
Jenna von Oy Bratcher is StyleBlueprint's Associate Editor and Lead Nashville Writer. The East Coast native moved to Nashville almost two decades years ago, by way of Los Angeles. She is a lover of dogs, strong coffee, traveling, and exploring the local restaurant scene bite by bite.