Hats Off to Rowdy Mood: Two Small-Town Friends, One Big Idea, and a Hat Company with Heart

Ty Moody never expected embroidery tension to become part of his daily vocabulary. But here he is, standing in a garage-turned-studio in Great Falls, Montana, adjusting spools of thread on a $15,000 embroidery machine like a musician tuning a prized instrument.

“It’s basically a guitar,” he says, gesturing toward the colorful threads stretched across the top of the machine. “If one string’s off, the whole thing gets thrown out of whack. You learn to listen for it.”

Welcome to the world of Rowdy Mood Hat Co., a fast-growing brand fueled by authenticity, creativity, and two friends who believe everyone’s got a “rowdy mood” in them.

From Bar Napkin to Brand Name

Ty Moody and Rowdy Hansen didn’t start out as fashion entrepreneurs. Ty was a teacher. Rowdy owns a construction business. But after meeting at Ty’s 30th birthday celebration during the Putt Putt fundraiser in Lincoln, Montana, the two quickly bonded, especially over a shared love of good hats and big ideas.

The idea for a hat company was born on a napkin at the Pit Stop Tavern in Black Eagle. They scribbled down the name “Buck Montana,” and Moody carried that napkin in his wallet for two years.

The napkin had staying power, but the name didn’t stick. When they finally decided to go all in, Moody had an epiphany.

“I’m sitting there thinking—your first name’s Rowdy. People assume it’s a nickname, but no, it’s on his birth certificate. And Moody’s a goofy name. Let’s drop the Y. Rowdy Mood Hat Co.”

The Machine That Started It All

When Hansen sent Moody a link to a $9,000 embroidery machine, Moody researched it for weeks, then decided to go even bigger. They invested in a $15,000 model in March 2024 and set what felt like a huge goal: sell 300 hats in a year. They hit that goal within months.

While Hansen balances his construction business, Moody runs day-to-day production from his garage, learning everything from YouTube videos and hands-on experimentation. “I’ve shed some tears out here,” he admits. “But I’ve also found something I genuinely love doing.”

A Brand That Travels

Unlike most startups, Rowdy Mood didn’t build its following with a traditional marketing strategy. They just started reaching out to people directly on social media—DMing musicians, influencers, and anyone who might resonate with their vibe.

Exposure took off when the viral TikTok group The Montana Boys wore Rowdy Mood hats in a video. From there, things snowballed. Orders began pouring in from around the country. Then came calls from retailers like Scheels in Missoula and shops in Texas. Today, they’re shipping hats to 42 states and internationally, including Canada, Australia, and Europe.

When artist Casey Donahew wore a Rowdy Mood hat on stage during his recent concert at The Newberry in Great Falls, the team was floored. “We thought he’d wear it for the photo, take it off, and go back to his own,” Ty recalls. “But he kept it on. Played the whole show in it. That was badass.”

While influencers helped build early buzz, Ty says their real secret weapon is consistency. “You have to constantly post, constantly tweak, follow trends,” he says. “We’re in the hat business, yeah, but we’re also in the social media business now.”

With orders coming in from boutique stores and friends alike, Ty estimates he can produce around 40 hats a day on their single-machine setup, depending on the design. “Our best sellers? Of course, they’re the 16-minute stitch jobs,” he grins.

More Than Just a Hat Company

What makes Rowdy Mood special isn’t just the embroidery (although their loop-stitched, rope-through-the-brim technique is undeniably cool). It’s the feeling they’ve created around the brand. Rowdy Mood isn’t just selling hats, it’s creating a vibe. Their workshop has been transformed into a hangout space, where friends drop in and buy gear straight from the source.

Step into their studio, and it’s more man-cave than manufacturing plant—hockey on the TV, a golden retriever nearby, friends dropping in to kick back and toss around design ideas. “We want it to be an experience,” Moody says. “You’re not just buying a hat, you’re joining something.”

They’re just showing up, being themselves, living that “simple Montana lifestyle.” Branding cattle one week, designing hats the next. “We thought we had to go out and be wild for content,” Ty laughs. “Turns out, we didn’t have to do anything crazy. Just be us.”

Rooted in Montana, Worn Everywhere

Despite their growing reach, Rowdy Mood’s heart is firmly in Montana. Their “Small Town Montana” design is a consistent best-seller, even in places like Texas, where retailers specifically request Montana-themed hats.

“You might not wear a Belt, Montana hat if you’re not from Belt,” Moody explains. “But ‘Small Town Montana’? That hits different. Everyone connects to that feeling.”

Rowdy Mood was born in Great Falls and reflects the town’s best qualities - resourceful, supportive, and loyal. Their hats are sold at iconic local spots like The Hi-Ho, thanks to the trust and generosity of people like Rich Hollis. In return, Ty and Rowdy give back. “Any hat sold at the Hi-Ho, Rich Hollis donates $8 to Veterans Mentoring Veterans,” Ty explains. “It’s just what felt right.”

They also created custom collaborations with Montana bars like the Wheel in Lincoln and are expanding that concept to other venues, designing bar-specific colorways that keep customers coming back to collect more.

Doing It Their Way

Rowdy Mood’s story is full of decisions that fly in the face of traditional business advice. They don’t keep a massive inventory. They don’t take every custom job. They say no to anything that doesn’t fit their brand or values. “It’s an identity thing,” Moody explains. “We know what Rowdy Mood is, and we stick to it.”

Their authentic approach extends to their social media presence. Rather than manufactured "rowdy" content, they simply document their actual lives, helping at family branding, working in the shop, living what Moody calls "that simple Montana lifestyle."

“Everyone’s got a rowdy mood in them,” Moody says. “It’s not about being reckless. It’s about living with a little extra fire, whether you’re running heavy equipment or flipping burgers.”

What’s Next?

As they celebrate their first full year in business, the duo is just getting started. A second embroidery machine is up and running. New retailers are lining up. Sweatshirts and tees are on the horizon. 

They've got plans for a vintage horse trailer they want to convert into a mobile showroom that they can pull behind a Cadillac when they hit the rodeo and summer festival circuit. 

"We want everything to be an experience," Moody explains. "We're not going to just put up some pop-up tent. We're going to bring the horse trailer with the Cadillac. How can we be different?"

“Rowdy Mood to the moon,” Moody grins.

But for now, it’s still all happening in the same garage, with a golden retriever on the floor, and handwritten notes going into every order.

Shop the collection at rowdymood.com and follow them on Instagram, Facebook, and TikTok to keep up with the latest designs and behind-the-scenes.