More Than a Hat Store: Welcome to Reserve Hat Co. In Hill City, SD

If you’ve walked down Main Street in Hill City lately, you may have noticed something new inside one of the town’s oldest buildings.

Reserve Hat Co. opened its doors in June 2026 with a pretty simple idea: bring a great selection of quality western hats to the Black Hills and pair them with professional, personalized hat shaping.

But Reserve isn’t meant to be just another place to buy a cowboy hat.

Hat Wall - Reserve Hat Co. - Hill City, SD

Why “Reserve”?

Our shop is located inside Hill City’s historic 1903 bank building, and we wanted the name to have a connection to the space we get to call home. “Reserve” is a little nod to the building’s banking history, while still feeling right at home in the western world.

You’ll even find the original bank vault inside the store.

Find the Hat. Then Make It Yours.

One of our favorite things about western hats is that two people can start with the exact same hat and walk out wearing something completely different.

We carry a selection of quality felt and straw hats from some of the most recognized names in western headwear, including Stetson, Resistol, American Hat Company and more.

Many of our hats arrive open crown and ready to be shaped.

That’s where the fun starts.

Professional shaping is included with the purchase of a hat at Reserve, and we'll work with you to find a crown and brim shape that fits both your style and you.

From there, you can keep it classic or make it completely your own with hat bands, ribbons,

branding, feathers, dried florals and other accessories.

Hat Shaping and Customization - Before & After

You Don't Have to Know Anything About Cowboy Hats

Seriously.

You don't need to walk in knowing your hat size, what crown you want or the difference between a cattleman and a brick.

We'll help.

Whether you've worn western hats your entire life or you're buying your very first one, our goal is to help you find something that actually feels like you.

And if you're looking for something really specific that we don't have on the shelf, we can also special order select hats from the brands we carry.

Can't Make It to Hill City? We Can Ship.

While we love getting to shape hats for people right here in the Black Hills, you don't have to be local to shop Reserve.

We're continuing to add more of our inventory to www.reservewestern.com, including hats that can be shaped and customized before they're shipped right to your door.

There's More Coming

We started this blog because there is a lot more to western hats than simply picking one off the shelf.

We'll be sharing things like how to choose the right hat, felt vs. straw, hat sizing, popular shapes, hat care, behind-the-scenes shaping, new arrivals and probably a few things we've learned along the way.

If you're ever in the Black Hills, come see us on Main Street in Hill City.

We'll help you find a hat and make it yours.