Stagecoach 2025: ‘Yellowstone’ fans line up to wear the Dutton brand

Brand is everything at the Stagecoach Country Music Festival’s “Yellowstone” tent.

A big yellow Y stands in front of the tent. It’s the mark of the Dutton Ranch at the center of the western drama franchise created by Taylor Sheridan.

Inside the crimson-lined tent, the attraction drawing long lines is a small booth that’s giving away straw cowboy hats for free with festivalgoers’ initials branded into them.

Halle Dyer heats a branding iron to burn a “Yellowstone” fans initials...