"We could speculate as to why- the current political climate, the search for something meaningful in a disconnected digital landscape that deprioritizes the physical for an assortment of dopamine pixels, how hot everyone is in and -but we'll leave that for the cultural anthropologists in future decades. Right now, we're just happy to wear boots. For Esquire, western wear goes beyond flash-in-the-pan cultural moments. It may be currently on trend, but it's always been in style."
"We care deeply about cowboy boots. The heritage, the construction, the leathers. Esquire's commerce editor and resident cowboy boot expert Luke Guillory will always be a Lucchese man, and I'll never stop singing the praises of my favorite Ariats, but Tecovas can't be ignored. And it's not just because they hired the country singer and former Yeti-films helmsman Scott Ballew to direct their last few, very cinematic ads, nor is it because the brand is running a Super Bowl spot."
Western wear has experienced a broad cultural resurgence across contexts from running gear to ranches. The revival touches on political currents and a yearning for tactile, meaningful goods amid digital distraction. Cowboy boots remain central due to heritage, construction, and leather quality. Longstanding brand loyalties persist, yet Tecovas has gained prominence. Tecovas manufactures in León, Mexico, leveraging local bootmaking expertise. Direct-to-consumer pricing and production scale enable more accessible prices without apparent compromises to leather or construction. The brand uses synthetic soles and heels for comfort and affordability and promotes its range with cinematic advertising and high-profile spots, offering styles from ropers to horseman.
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