Built from something real
Back 40 wasn’t built overnight.
It started long before the first hat was ever made.
Growing up, my grandfather — James E. McKeel, “Papa Fuzzy” — always had a hat on. Every day it was a different one. He loved them, he noticed them, and before long, I did too.
He was a hard worker — a baker for most of his life — up before the sun, putting on his white work hat and heading out the door. Then he would come home, change hats, and give everything he had to his family.
That kind of consistency leaves a mark.
Back 40 comes from that same place. Not from hype. Not from trying to be loud. From wanting to build something honest — something that reflects the people, places, and stories that matter.
Purpose over hype. Quality over shortcuts. Story over noise.
More than a hat. A story worth wearing.