Before American Lore (americanlore.com) became a destination, it was a lineage. Parker Thomas Orms grew up in Texas, where his father and grandfather shaped boots and hats. But his path started elsewhere. After playing safety for the University of Colorado, Orms followed his football passions overseas to Milan, where the city’s pedigree as a fashion mecca inspired his understanding of style. “In Milan, everything had a story, from the clothes to the spaces. It made me realize hats aren’t just Western—they’re global, and they carry identity,” Orms says.
Returning home with this new perspective, he visited the National Western Stock Show with his father, which sparked his commitment to the family trade. In 2021, Orms founded Hats by Parker Thomas, opening a brick-and-mortar outpost in Cherry Creek. (That shop has since evolved into Hat & Hem by Parker Thomas.) “Once I saw how I could build on [the hat business] and bring it to a new generation, it became something I couldn’t walk away from,” says the third-generation master hatmaker. What once felt inherited now felt intentional.
Hat bar meets cocktail bar at Denver's American Lore.
PHOTO BY PLANET 5 PRODUCTIONS
That purpose now defines American Lore, Orms’ newest venture in Denver. Part hat atelier, part saloon, the space reframes Western heritage through a more contemporary lens. Developed in partnership with the food-and-beverage team behind Number Thirty Eight, American Lore merges two distinct rituals—custom hat creasing and whiskey sipping—into a singular Western experience. Guests are guided through the customization process, from fit to finish, each detail chosen to reflect personal style. Steps away, the bar offers a curated selection of whiskey and time-honored cocktails. The concept shifts the focus from the end result to the journey. “Whiskey slows things down, sparks conversation and turns a transaction into a memory,” Orms says.
The fusion of custom hat shaping with a whiskey-forward bar creates a Western experience that feels immersive. Crafting a bespoke hat, then settling into the space over a cocktail, creates a sense of inclusion in a culture that extends beyond aesthetics. American Lore distills the spirit of the modern West into something personal, captivating and effortlessly refined. “We’re not just selling hats—we’re creating moments,” Orms says.
