Max Siegelman had a logo before he had a brand — borrowed from his father's harness racing stable, Siegelman Stable. The logo felt like it was meant to be on a hat, so when the pandemic hit, Max put $600 down and started making them. No outside money, no rapid scaling. He funded each production run with returns from the last, built buzz with rappers and shipped hats to the NBA Bubble in 2020. Then in 2022, one of his hats ended up on Kendall Jenner during Paris Fashion Week. Max had 15 minutes to get his website ready and he made the moment count. 

Join Ben and Kathleen as they talk to Max about building a luxury brand on legacy and scarcity, why limited drops beat mass production, and how travel fuels the aspirational mystique that makes Siegelman Stable impossible to ignore. These are The Unshakeables.

Max Siegelman had a logo before he had a brand &mdash; borrowed from his father's harness racing stable, Siegelman Stable. The logo felt like it was meant to be on a hat, so when the pandemic hit, Max put $600 down and started making them. No outside money, no rapid scaling. He funded each production run with returns from the last, built buzz with rappers and shipped hats to the NBA Bubble in 2020. Then in 2022, one of his hats ended up on Kendall Jenner during Paris Fashion Week. Max had 15 minutes to get his website ready and he made the moment count.&nbsp;
Join Ben and Kathleen as they talk to Max about building a luxury brand on legacy and scarcity, why limited drops beat mass production, and how travel fuels the aspirational mystique that makes Siegelman Stable impossible to ignore. These are The Unshakeables.

The Unshakeables podcast dives into inspiring stories from real small business owners across America who power their communities every day. Join Ben Walter, CEO of Chase for Business, and co-host Kathleen Griffith as they hear from guests who share their make-or-break moments that changed everything. Produced in collaboration with iHeartMedia's Ruby Studio, The Unshakeables has won multiple awards, including Gold at the 2025 Signal Awards. The speakers’ opinions belong to them and may differ from opinions of J.P. Morgan Chase & Co. and its affiliates. Views presented on this podcast are those of the speakers; they are as of the podcast release date and they may not materialize. JPMorgan Chase Bank, N.A. Member FDIC. ©2026 JPMorgan Chase & Co.

The Unshakeables podcast dives into inspiring stories from real small business owners across America who power their communities every day. Join Ben Walter, CEO of Chase for Business, and co-host Kathleen Griffith as they hear from guests who share their make-or-break moments that changed everything. Produced in collaboration with iHeartMedia's Ruby Studio, The Unshakeables has won multiple awards, including Gold at the 2025 Signal Awards. The speakers&rsquo; opinions belong to them and may differ from opinions of J.P. Morgan Chase &amp; Co. and its affiliates. Views presented on this podcast are those of the speakers; they are as of the podcast release date and they may not materialize. JPMorgan Chase Bank, N.A. Member FDIC. &copy;2026 JPMorgan Chase &amp; Co.

The Unshakeables

The Hat That Changed Everything: Siegelman Stable 

https://api.omny.fm/orgs/e73c998e-6e60-432f-8610-ae210140c5b1/clips/d7f530e0-c480-4ac4-ba0c-b44e0117a51b/transcript