Luke Grimes’ Cowboy Core Lifestyle Continues with New Stetson Legacy Campaign: ‘Apply It and You’ll Feel Cool’ (Exclusive)
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The 40-year-old Yellowstone actor is collaborating once more with the Western clothing and lifestyle brand Stetson for their new ‘rugged’ fragrance.
Luke Grimes’ latest collaboration with the renowned heritage brand Stetson captures his “fresh yet rugged” fashion sense. The Yellowstone actor, aged 40, discussed his partnership with Stetson Legend—a new luxury cologne featuring citrus, spices, and rich woods—in an interview with PEOPLE. This fragrance aims to appeal to the next “generation of Stetson man.”
According to a press release, Stetson Legend is described as a modern, refined extension of the brand’s classic Western heritage, reflecting the same level of quality and sophistication found in its renowned hats, boots, clothing, and accessories.
For Grimes, teaming up with Stetson was a natural fit, given how well the brand’s traditional cowboy aesthetic aligns with his career, from his role as Kayce Dutton to his self-titled country album.
“When considering which brands I’d like to collaborate with, Stetson immediately came to mind because it embodies the American and Western lifestyle,” Grimes tells PEOPLE. “I’ve been part of a show for the past seven years that aligns with this theme.”
Grimes notes that his personal connection to Stetson is also influenced by his father wearing the brand’s cologne when he was younger. He attributes the renewed appeal of the cowboy lifestyle as a key factor in why people are drawn to a fragrance like this.
“I believe the Western-country lifestyle is experiencing a resurgence and has become cool again,” he says. “People are reconnecting with what that lifestyle means and exploring the roots of our country, which distinguish us from others.”
Grimes adds, “Stetson is deeply ingrained in that lifestyle. When people get their first cowboy hat, it’s often a Stetson. It’s woven into the very fabric of it.”
His personal link to the fragrance goes beyond his father wearing it—it was actually the first cologne he ever used. “Usually, the first cologne you try is your dad’s. You find it in the drawer, spray it on, and feel cool,” Grimes reflects. “For me, that was definitely Stetson.”
Although he humorously notes that it’s “not something I wear a lot,” Grimes acknowledges that despite choosing to collaborate with Stetson on a cologne, “It doesn’t always fit with my everyday life.”
He explains, “I don’t necessarily need to smell good all the time. But when I dress up for red carpets or need to look and feel my best, I do reach for cologne, and I’ve got plenty of Stetson in the drawer now, so that’s what I go with.”
Much of Grimes’ cowboy persona is linked to his role on Yellowstone, which is set to return with the second half of its fifth season in November. Grimes shares that details about the highly anticipated Season 5b are being kept tightly under wraps. “They weren’t even giving scripts to the crew,” he tells PEOPLE. “It was extremely secretive this year. But from what I’ve read, I’m very satisfied with how everything concludes.”
He assures fans, “Everyone can be confident that it wraps up well—it’s the right ending and it’s perfect.”