The hat achieved instant popularity and was named the "Boss of the Plains," the first real cowboy hat. Stetson went on to build the Carlsbad, easily identified by its main crease down the front. hat was called a Stetson, because he had his name John B. Stetson Company embossed in gold in every hatband. The Stetson soon became the most well known hat in the West. All the high-crowned, wide-brimmed, soft felt western hats that followed are intimately associated with the cowboy image created by Stetson.