Agenda-setting intelligence, analysis and advice for the global fashion community.
Tecovas, the Austin, Texas-based cowboy boots brand, will enter wholesale for the first time since launching in 2015, the company announced Wednesday.
In its initial wholesale rollout, the brand will partner with nine retailers that specialise in western wear, including National Roper Supply, Texas Boot Company and Boots Etc. Tecovas products will be available in 36 total locations across 10 states.
This strategic expansion will allow Tecovas to bring its cowboy boots to a broader audience after focusing on its own retail expansion in the past year. By the end of 2024, Tecovas will operate 42 of its own standalone stores, including 11 new locations this year. Last year, it surpassed $200 million in revenue.
“Our partnerships with these well-respected retailers will enable us to maintain our commitment to quality and authenticity while bringing Tecovas to an even wider audience,” Tecovas chief executive David Lafitte said in a statement.
ADVERTISEMENT
Learn more:
Why Fashion Can’t Kick Its Cowboy Obsession
From Urban Cowboy to Coachella to Yellowstone, the Western look is a trend that returns again and again to the fashion mainstream. Prestige television, remote work and shifting political winds have all played a role in the style’s latest resurgence.
Editor’s note: This article was amended on Wednesday, Aug. 28. A previous version misstated the number of Tecovas’ retail partners in its wholesale rollout.
