Luke Grimes on Bidding Farewell to Yellowstone, Being the Face of Stetson Cologne and Hi

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Although Luke Grimes has officially retired the Stetson brimmed hats he wore as Kayce Dutton on HBO’s “Yellowstone,” whose fifth and final season comes out in November, he isn’t done with the iconic Western brand. Last year, Grimes was tapped as Stetson’s brand ambassador, following the lead of legendary Westerners such as Matthew McConaughey, a partnership that’s still going strong with the recent relaunch of their original scent, the Stetson Legend.

The partnership was a natural fit considering Grimes’ own Western roots, which has so far has found its way into all of the actor’s creative pursuits. Since wrapping “Yellowstone,” in which his ranch-handling character is arguably an extension of himself, he’s made his first official foray into country music. He released his debut self-titled album in March from his home in Nashville, where he says the “country music scene has embraced [him] with open arms.”

“When I came into the business 20 years ago, it was a different thing,” Grimes tells Variety. “Now people are way more open to [brand partnerships] being an avenue to explore what your brand is artistically through actual brands that are selling to the kind of people that you reach as an artist. Stetson has had McConaughey, they had Tom Brady. That made me feel actually a lot better about it like, Hey, that’s kind of good company to be in, right? “

Luke Grimes on 'Yellowstone,' Debut Country Album and Stetson Cologne

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Ahead, Grimes talks to Variety about repping Stetson cologne, what he took from set on his last day shooting “Yellowstone” and his new(ish) career as a country artist:

Why did this partnership make sense to you when you became an ambassador exactly a year ago?

I just felt like if there were going to be brands that I partnered up — which in today’s climate a lot of people do, it’s just sort of part of the game — I just wanted to make sure it was brand that I could understand and that had actually been a part of my life, and that made sense to me, and what I’m trying to d and the themes of my work. I felt like Stetson was a really good fit for that.

How did you feel about your entering the beauty/lifestyle space in this way for the first time?

When I came into the business 20 years ago, it was a different thing, it wasn’t what it is now. Now people are way more open to [brand partnerships] being an avenue to explore what your brand is artistically through actual brands and that are selling to the kind of people that you reach as an artist. Stetson has had McConaughey, they had Tom Brady. That made me feel actually a lot better about it, like, Hey, that’s kind of good company to be in, right?

How would you describe the Legend scent, and who it’s for?

I would say it’s still a masculine scent. Stetson the original, my dad wore that very, very, very old school kind of scent. I’d say this one’s a little more fresh for a younger generation, but still rugged and still masculine.

Your debut self-titled album came out earlier this year. I can imagine there was a lot of pressure with it being your first big public foray into music. How has the reception been over the past few months since its release?

I was very nervous to put music out into the world, and mostly because that’s just not what people have known me as over the past few years. Historically, when actors try to put music out, it doesn’t normally go over very well. It’s very, very few and far between that are actually well received, and people let you get away with it. I just hoped that people could see through the other things that I’ve been up to and try to let them know that music’s been a big part of my life.

Before I was an actor, I was playing music in church when I was little. So [I hope people] just listen to it and take it for what it is and don’t judge it before they listen And I feel like that’s actually been happening. I’ve had a really good reception, and Nashville as a town and the country music community have been really kind to me and have let me in in a really nice way. So it’s been great, and it’s something I never saw coming. And one of the coolest things that’s ever happened.

Who are some country artists that inspire you?

Like everybody else, I’m loving Zach Bryan. He’s really making some really great, honest stuff. And I like the big radio stuff too. I love Morgan Wallen to Luke Bryan, the guys who are really crushing it and selling out stadiums, all the way down to to the Jason Isbells of the world who’s writing these masterful songs. No one can touch him with a 10 foot pole when it comes to writing.

Did you take anything from the ‘Yellowstone’ set as a memento?

They gave me the back of my cast chair, those directors chairs that have your name. So I’ve had the same one since the very first season. And then I’m hearing that I’ll get to keep a couple pieces of wardrobe. I’m hoping that’s true. The jacket I wear in that show is pretty legendary to me. I actually want to frame it and put it in my office. It’s symbolic, like it started off very clean and our fingers got very dirty and it went through the ringer and made it to the end. So I think I’d love to keep that for good.

The final season of ‘Yellowstone’ had a lot of delays due to shooting conflicts with Kevin Costner’s “Horizon.’ Have you seen Horizon yet?

You know, I haven’t. I don’t live anywhere near a movie theater, and I guess it’s out on VOD now. I’ll probably check it out one day. But no, I haven’t seen it yet.

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Luke Grimes on Bidding Farewell to Yellowstone, Being the Face of Stetson Cologne and Hi

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