Designer Justin Great has opened his first retail store, Justin Great Custom Hats, at 2590 Walnut St. in Denver’s RiNo neighborhood, bringing his celebrated brand to life in a dedicated brick-and-mortar space. The Denver-born brand blends the enduring spirit of the American West, vintage Americana, and modern workwear to create custom hats and apparel rooted in the West’s rich history of resilience and self-expression. In his new storefront, Great welcomes Denver into a hospitality-driven experience to create bespoke hats and explore ready-to-wear collections.
“Opening our first retail store is about access, experience, and bringing people into my world,” says Great. “We’re a fashion brand, but hospitality is such an important part of what we do. I want people to feel comfortable, spend time in the space, and be part of the process of creating something that’s entirely their own. It’s about walking away with more than a hat.”
Justin Great launched Great Custom Hats in 2023, building the business around his interest in individuality, craftsmanship and Western design. He initially introduced his custom hats through private appointments and events, gradually establishing a following for his interpretation of contemporary Western style.
Each hat is shaped and finished by hand, with options that allow customers to customize materials, crowns and brims. Australian wool hats start at $265, while beaver felt is available in grades ranging from 7x to 100x. Straw hats provide an option for warmer weather. Brim styles range from wide Western profiles to the more understated pencil curl, and crown options include Great’s signature skull crown. Customers can also choose finishes involving fire, oil or dirt to give hats a more weathered appearance.
The store reflects Great’s design sensibility, pairing rugged Western influences with a relatively clean, modern aesthetic. Though intimate in size, the space incorporates a mix of raw materials, vintage furnishings and personal collections. A reclaimed wood hat wall and floor-to-ceiling white brick establish the backdrop, while a restored early-1900s mirror and collection of antique hats add historical character. Leather furnishings, a Marshall speaker and Ralph Lauren collectibles offer additional glimpses into Great’s personal style.
A custom wheat art installation by local florist Stephanie Buckallew serves as a focal point of the space. The intricate piece required more than 60 hours to complete. A full bar rounds out the interior, creating a casual setting for customers to spend time during their appointments.
Justin Great Custom Hats is open Monday through Saturday, from 11 a.m. to 7 p.m.
