Honoring Our Roots, Embracing Our Future

Celebrating Devin Marcum’s First Year as President at Resistol

For nearly a century, Resistol has stood as a symbol of rugged authenticity and unrivaled craftsmanship. From rodeo arenas to ranches, the Resistol name has carried more than a hat, it’s carried heritage. And now, under the leadership of President Devin Marcum, the legacy continues boldly, passionately, and with a clear vision for the future.

Devin Marcum wearing the 40X Arena

Marcum assumed the role of President in January 2024 following the retirement of longtime leader Ricky Bolin.

“My inaugural year as president of Resistol was exhilarating,” Marcum reflected. “The first year was full of memorable experiences, fun challenges, and tremendous teamwork.”

One of the most defining moments of 2024 came with unprecedented demand, resulting in a significant backlog of orders. It was a clear sign that the cowboy hat wasn’t just back, but it was booming. Rather than let the challenge slow the brand’s momentum, Marcum led a charge of thoughtful innovation and production expansion. As a result, backlogs were cleared, production standards remained impeccable, and for the first time in five years, Resistol expanded its retail footprint, reclaiming shelf space and reaffirming its dominance in the market.

Marcum began humbly at Resistol 15 years ago as a tech rep, a unique role at the time servicing Boot Barn exclusively. After three years in that role, he became a territory sales rep for Arizona, New Mexico, and West Texas. He was only a sales rep for 10 months before he was offered the position of National Sales Manager, which he stayed for a decade. During this time, he was mentored by Pro Equine Group CEO Dustin Noblitt, whose leadership and business acumen helped shape Marcum’s vision and approach.

“My family has worn Resistol hats my entire life,” he explained. “It is a brand that carries a strong legacy, and one sought after by the true cowboy.”

That personal connection runs deep. One of Marcum’s fondest memories is his grandfather taking him to get his first 4X Resistol at Davis’s Western Store in Lamar, Colorado. It’s that early bond with the brand — and the western value it represents — that guides Marcum’s leadership today.

“My grandpa used to say, ‘You get what you pay for, and with Resistol, you get the very best.’” Marcum reminisced with a smile.

As Resistol evolves, Marcum ensures that tradition remains at the heart of every decision. The values that built the brand — quality, authenticity, patriotism, and family — continue to shape it.

“It’s quite rare nowadays to see multiple generations of families working together, or to have employees who have dedicated decades of service. At Resistol, family always comes first, and our employees and customers are treated just like family,” he added.

Looking ahead, the company has big plans, including the celebration of its 100th anniversary in 2027. Resistol will also be investing in a new state-of-the-art fur-felt body factory, designed to bring innovation and sustainability to a tradition-rich process.

“I remain thrilled and grateful to work for the No. 1 hat company in the world, alongside some of my best friends and mentors, and am deeply committed to help steward Resistol into its 100-year anniversary,” Marcum said. “Together, the team at Resistol continues to foster an incredible brand that is grounded by teamwork, creativity, and dignity, and has truly stood the test of time through its love and support of the western way of life.”

Resistol is leading the wave of western resurgence. With Devin Marcum at the helm, and the steady leadership of Dustin Noblitt, the brand is proving that tradition and innovation aren’t opposites, but rather, are partners. Together, they form the perfect brim: one rooted in history and the other curved toward the future.

As Resistol prepares for its centennial celebration, one thing is clear: the best is yet to come.

Dakota Eldridge wearing the 40X Arena

Honoring Our Roots, Embracing Our Future

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