In times like these, we all need a feel-good story. Like how Trent Johnson turned a passion for hats, a tireless work ethic, and a commitment to customer service into a national brand. And how he learned how to do all that right here in Greeley.

That’s right: we’ve officially launched the new myGreeley campaign with our first story. And it’s a doozy – so good, in fact, we turned it into a television commercial.

But it turns out there’s more to the story. Trent’s daughter Collins raises award-winning chickens and turkeys as part of her local 4-H club. She noticed that she had a lot of feathers – the same sorts of feathers her dad used to embellish his custom hats. And that’s when she saw a business opportunity for herself. After separating the feathers into small, medium, and large sizes, then categorizing them based on characteristics like color and pattern, she charged Greeley Hat Works for every feather she collected. Like father, like daughter.