Luke Grimes' Cowboy Core Lifestyle Lives on with New Stetson Legacy Campaign: 'Spray It on, You Feel Cool' (Exclusive)

Mar. 15, 2025

Luke Grimes.Photo:Scent Beauty/Stetson

Scent Beauty/Stetson

Luke Grimes' newest collaboration with the iconic heritage brand Stetson embodies his “fresh yet still rugged” style sensibilities.TheYellowstoneactor, 40, sat down to speak with PEOPLE about his partnership with Stetson Legend, the brand’s new luxury cologne featuring notes of citrus, spices and textural woods, that sets out to target the next “generation of Stetson man.““A modern, elevated expression of the brand’s iconic Western heritage, Stetson Legend embodies the same quality and sophistication that define its iconic hats, boots, apparel and accessories,” the brand writes of the fragrance in a press release.For Grimes, partnering with Stetson was a no-brainer, considering how much the company’s traditional cowboy-like style aligns with so much of the work he’s done over the course of his career — including everything fromportraying Kayce Duttonto releasing hisself-titled country record.Grimes for Stetson Legacy.Scent Beauty/Stetson"When I was trying to think what the kinds of brands that I would like to partner with, Stetson came top of mind just because it’s an Americana brand. It’s about the American lifestyle, the western lifestyle,” Grimes tells PEOPLE. “Clearly, I’ve been on a show for the last seven years, that has something to do with that.“Although Grimes says the fact that his father wore Stetson cologne growing up gave him a personal connection to the cause, he credits the recently-renewed popularity of the cowboy lifestyle to what draws people in to a fragrance like this.“I just think that the sort of Western-country lifestyle is having a moment right now, and I think it’s cool again,” he says. “People are diving back into what that means, and the roots of our country and what sets us apart and our identity as a country than other countries.““When you look into that lifestyle I mean Stetson is just a big part of that. Everyone, when you go get your first cowboy hat, it’s usually a Stetson,” Grimes continues. “It’s just part of the fabric.“Grimes' personal connection to the scent goes even further than his dad simply owning it — it was the first cologne he ever wore.“I feel like anytime you wear a cologne for the first time, it’s usually your dad’s. You find it in the drawer, you spray it on, you feel cool,” Grimes recalls. “And for me, that was definitely, Stetson.“Stetson Legacy.Scent Beauty/StetsonAlthough it’s “not something I wear a lot,” he jokes, adding that despite his decision to collaborate with Stetson for a cologne, “It doesn’t make sense for me for what I do most of the time.““I don’t need to smell good necessarily. But when I do dress up and go to red carpets or have to look good or feel good, then I’ll usually wear some cologne and clearly I have a lot of Stetson in the drawer at this point, so that’s what I go to,” he adds.Never miss a story — sign up forPEOPLE’s free daily newsletterto stay up-to-date on the best of what PEOPLE has to offer​​, from celebrity news to compelling human interest stories.Much of Grimes' cowboy image can be credited to his time onYellowstone, which is set to air the second half of its fifth season in November this year. Details about thehighly-anticipated season 5bare being kept under total “lock and key,” Grimes says, but he teased just a few things about the end of the season.“They weren’t even giving scripts to the crew,” he revealed to PEOPLE. “It was very, very secretive this year. But I’ll say that myself reading it, I was very pleased with how everything ties up.““I think everyone can rest assured that it comes to an end, and it’s the right end — and it’s perfect,” Grimes adds.Stetson Legend is set to launch Oct. 17 for $39.99 onAmazon.com,Meijer,Stetson.com, andScentBeauty.com.

Luke Grimes' newest collaboration with the iconic heritage brand Stetson embodies his “fresh yet still rugged” style sensibilities.

TheYellowstoneactor, 40, sat down to speak with PEOPLE about his partnership with Stetson Legend, the brand’s new luxury cologne featuring notes of citrus, spices and textural woods, that sets out to target the next “generation of Stetson man.”

“A modern, elevated expression of the brand’s iconic Western heritage, Stetson Legend embodies the same quality and sophistication that define its iconic hats, boots, apparel and accessories,” the brand writes of the fragrance in a press release.

For Grimes, partnering with Stetson was a no-brainer, considering how much the company’s traditional cowboy-like style aligns with so much of the work he’s done over the course of his career — including everything fromportraying Kayce Duttonto releasing hisself-titled country record.

Grimes for Stetson Legacy.Scent Beauty/Stetson

“When I was trying to think what the kinds of brands that I would like to partner with, Stetson came top of mind just because it’s an Americana brand. It’s about the American lifestyle, the western lifestyle,” Grimes tells PEOPLE. “Clearly, I’ve been on a show for the last seven years, that has something to do with that.”

Although Grimes says the fact that his father wore Stetson cologne growing up gave him a personal connection to the cause, he credits the recently-renewed popularity of the cowboy lifestyle to what draws people in to a fragrance like this.

“I just think that the sort of Western-country lifestyle is having a moment right now, and I think it’s cool again,” he says. “People are diving back into what that means, and the roots of our country and what sets us apart and our identity as a country than other countries.”

“When you look into that lifestyle I mean Stetson is just a big part of that. Everyone, when you go get your first cowboy hat, it’s usually a Stetson,” Grimes continues. “It’s just part of the fabric.”

Grimes' personal connection to the scent goes even further than his dad simply owning it — it was the first cologne he ever wore.

“I feel like anytime you wear a cologne for the first time, it’s usually your dad’s. You find it in the drawer, you spray it on, you feel cool,” Grimes recalls. “And for me, that was definitely, Stetson.”

Stetson Legacy.Scent Beauty/Stetson

Although it’s “not something I wear a lot,” he jokes, adding that despite his decision to collaborate with Stetson for a cologne, “It doesn’t make sense for me for what I do most of the time.”

“I don’t need to smell good necessarily. But when I do dress up and go to red carpets or have to look good or feel good, then I’ll usually wear some cologne and clearly I have a lot of Stetson in the drawer at this point, so that’s what I go to,” he adds.

Never miss a story — sign up forPEOPLE’s free daily newsletterto stay up-to-date on the best of what PEOPLE has to offer​​, from celebrity news to compelling human interest stories.

Much of Grimes' cowboy image can be credited to his time onYellowstone, which is set to air the second half of its fifth season in November this year. Details about thehighly-anticipated season 5bare being kept under total “lock and key,” Grimes says, but he teased just a few things about the end of the season.

“They weren’t even giving scripts to the crew,” he revealed to PEOPLE. “It was very, very secretive this year. But I’ll say that myself reading it, I was very pleased with how everything ties up.”

“I think everyone can rest assured that it comes to an end, and it’s the right end — and it’s perfect,” Grimes adds.

Stetson Legend is set to launch Oct. 17 for $39.99 onAmazon.com,Meijer,Stetson.com, andScentBeauty.com.

source: people.com