Because of Wisconsin’s reputation for cheese, the term "cheesehead" was coined to refer to Wisconsin residents, and it often was used in a derogatory manner. In 1987 Ralph Bruno of Milwaukee transformed the term into a symbol of pride when he crafted a wedge-shaped cheese hat from his mother’s sofa cushion and wore it to a Brewers game at County Stadium. Fans flocked to Bruno inquiring about the strange hat and a business was born.

Manufactured cheese hats soon appeared on Wisconsinites’ heads, especially at Green Bay Packers games. National television coverage of Packer fans helped the cheesehead® hat become an instantly recognizable icon of the state.