Luke Grimes’ Cowboy Core Lifestyle Lives on with New Stetson Legacy Campaign: ‘Spray It on, You Feel Cool’ (Exclusive) [Video]

Luke Grimes‘ newest collaboration with the iconic heritage brand Stetson embodies his “fresh yet still rugged” style sensibilities.

The Yellowstone actor, 40, sat down to speak with PEOPLE about his partnership with Stetson Legend, the brand’s new luxury cologne featuring notes of citrus, spices and textural woods, that sets out to target the next “generation of Stetson man.”

“A modern, elevated expression of the brand’s iconic Western heritage, Stetson Legend embodies the same quality and sophistication that define its iconic hats, boots, apparel and accessories,” the brand writes of the fragrance in a press release.

For Grimes, partnering with Stetson was a no-brainer, considering how much the company’s traditional cowboy-like style aligns with so much of the work he’s done over the course of his career — including everything from portraying Kayce Dutton to releasing his self-titled country record.

“When I was trying to think what …