True West Hats, a new addition to Tlaquepaque, was founded by Charlie and April Seaman, a husband-and-wife team whose work is rooted in a shared search for true north—both creatively and personally.

After years living in South America, they returned to the U.S. deeply influenced by cultures that value slower making, honor handmade processes, and prize objects for their stories and the hands that created them—a philosophy that now forms the foundation of True West Hats.

For Charlie and April, the brand is also an expression of adventure—choosing a life guided by curiosity, creativity, and meaningful work. Each hat begins not as a product, but as a conversation. Rather than simply making accessories, True West Hats focuses on helping people uncover and express their individuality through form, material, and detail. Every piece is designed to become a lasting heirloom, shaped by hand, by place, and by each person’s story.

That philosophy is evident in the materials and methods they choose. True West Hats works exclusively with premium beaver and rabbit fur felts, as well as handwoven palm, all of which are carefully selected for their durability, structure, and the way they age beautifully over time. Each hat is created using time-honored techniques—hand-blocking, shaping, ironing, sanding, and sewing—processes that require patience, precision, and attention to detail. This slower rhythm mirrors Sedona itself, a place that invites reflection and a deeper connection to self.

The customization process is intentionally guided. Customers begin by considering how and where their hat will be worn— whether during everyday adventures, meaningful gatherings, or milestone moments. From there, Charlie and April guide each individual through selecting foundational elements such as material, color, crown shape, and brim style. The final layer is personalization: leather bands, gemstones, silks, feathers, subtle distressing, or custom-burned initials that transform each hat into a deeply personal expression.

Opening a shop within Tlaquepaque Arts & Shopping Village marks a meaningful milestone for True West Hats. Tlaquepaque’s devotion to artistry, artisanship, and creative expression mirrors the brand’s own values, offering a fitting home for a studio rooted in old-world techniques and experiential retail.

The space itself functions as both shop and working art studio—a place designed to invite visitors to slow down, linger, and be present. Whether staying for a few minutes or hours, guests are welcomed into an environment shaped by conversation, exploration, and connection.

Looking ahead, Charlie and April plan to deepen the experience with hat-design workshops, private appointments, and custom gatherings for groups, alongside collaborations with local and regional artisans. Above all, their goal is to create a space that feels alive—a place where craft and community intersect through individual expression.

True West Hats is, at its core, about coming home—to yourself, guided by a sense of true north.