2024 Best of Western Horseman: Apparel
Cowboy Boots | Footwear | Cowboy Hats | Accessories | Clothing | Retail Stores
The most recognizable symbol in the world is the cowboy hat. To some, they all might look the same, but those of us in the West know the nuances of the crease, materials, colors and wear can tell you everything you need to know about what kind of cowboy someone is. The same can be said for a pair of boots or the crease of a pair of jeans. What makes a cowboy or a cowgirl is what’s in their heart, but what they wear is how we recognize them from afar. Here are the 2024 Western Horseman Best of Apparel winners.
Photograph courtesy of Ariat.
Best of Cowboy Boots Winner: Ariat
Ariat was founded in 1993 as the first company to infuse athletic shoe technology into boots, completely revolutionizing the industry.
The company, co-founded by CEO Beth Cross, was built on the pillars of performance and functional innovation woven into every Ariat product. Ariat has corporate headquarters in San Leandro, California, and Fort Worth, Texas. The company also has two 1-million-square-foot warehouses in North Texas, a flagship retail store in the Fort Worth Stockyards and two showrooms at the Dallas Market Center.
One of the most unique things about the Ariat brand is its footholed in Western and English. The company launched with two products — an English paddock and a Western lace-up roper. Thirty-one years later, the company now offers an extensive and innovative line of clothing, denim and boots for its Western, Work and English customers.
“Our company is deeply rooted in our values of quality and innovation, and this sets us apart in how we approach new product development to meet the changing needs of our customers,” Cross says. “Quality is non-negotiable.”
A huge priority for Ariat is ensuring that its products allow consumers who wear them to perform in the most demanding environments.
“Technology and innovation have always been key to our success,” Cross says. “Ariat has more than 150 patents for outsole technology alone. Our team continues to innovate and iterate, always working on what our customers need today and tomorrow.”
This fall, the company launched Ariat x Relentless in collaboration with Trevor Brazile. Cowboy-tested and approved, Ariat x Relentless is a limited-edition collaboration that offers timeless apparel and footwear for the authentic cowboy.
Best of Cowboy Boots Runner-Up: Durango Boots
“Made For What You Do.” That is the tagline of Durango, the 56-year-old boot brand that stands on its value of quality craftsmanship at an affordable price point. Utilizing state-of-the-art materials and design, Durango is changing the game of comfort, whether you find yourself reaching for an all-around performance boot, rugged work boot or a boot with fashion-forward style.
“In addition to creating high-quality boots, Durango is also the official boot of the National Finals Rodeo, the All-American Quarter Horse Congress and the Dude Rancher’s Association,” says Erin DeLong, marketing manager for Durango. “At Durango, we ‘ride for the brand.’ We’re proud of who we are and the boots we build. We honor the cowboy way and proudly live our Western values.”
DeLong drives home the importance of staying true to the customer and heritage of the Durango brand.
“It’s truly a huge honor to be voted [a finalist of] Best of Western Horseman’s cowboy boot brands,” DeLong says. “Our team prides ourselves on making the most innovative, high-quality, comfortable boots on the market, and we’re dedicated to making sure every boot design we deliver levels up to the standards we set for our customers.”
Best of Cowboy Boots Honorable Mention: Anderson Bean Boot Co.
Texan pride is alive and well in Mercedes, Texas, where Anderson Bean boots are still handcrafted the old-fashioned way. Crafted by hand from top-quality leather, each pair of Anderson Bean boots is built for cowboys and cowgirls who live an authentic Western lifestyle. From days spent horseback to nights spent two-stepping out on the town, Anderson Bean builds boots that win the all-around in both distinctive styling and detail-oriented design.
“What makes our brand special is that we are creative with our styling and bring that to a product that is built well,” says Scott Miller, sales manager for Anderson Bean. “We are focused on the customers that bring life to the brand. We put a lot of hard work into building the brand, and Anderson Bean is represented by so many great people. To have such a well-known publication such as Western Horseman look at us and think we’re doing good things means a lot.”
Photograph courtesy of Twisted X.
Best of Footwear Winner: Twisted X
Twisted X was born in 2005 when the desire for comfortable, quality and innovative footwear provided the opportunity to change the Western industry. A few years later, realizing the need for casual comfort, “The Original” Twisted X Driving Moc was introduced, and the Western industry was never the same.
Today, with a rebellious and relentless drive for creating uncompromised innovations in comfort and sustainability, Twisted X has created an extensive range of styles for the lifestyle, outdoor, work and Western markets while still honoring its own Western roots and heritage.
“At Twisted X, we believe in service — to our partners, our people, our product and our planet,” says CEO Prasad Reddy. “We believe in asking, ‘What if?’ and, ‘Why Not?’ With every step, we challenge ourselves to take positive action, create sustainable solutions and work for a better tomorrow. We believe it is our duty to support our communities and those who live, work and serve in them.”
Best of Footwear Runner-Up: Ariat
“We have incredibly talented and creative people on our product team who understand the needs of the sport and our consumers, and they love to deliver ground-breaking products that perform at the highest level,” Ariat CEO Beth Cross says. “By combining world-class design talent with deep technical expertise and an understanding of style and trend, we are able to build a very cool product year after year. That formula has always been the foundation of our success.”
Best of Footwear Honorable Mention: HEYDUDE
HEYDUDE shoes have taken over the Western and agricultural industries, bringing lightweight comfort to off-duty cowboys and cattlemen when they need it most. Known for feather-weight construction and endless design options, HEYDUDE has become a staple in many Western wardrobes. Since their shoes are designed for easy-on comfort on the run, each pair is ideal for rodeo road-tripping or unwinding after a long day at the ranch.
Easy to wear, washable, packable and lightweight, HEYDUDE has clearly made an impression on the Western industry, hitting their casual footwear needs on the head.
Photograph courtesy of ProHats Inc.
Best of Cowboy Hats Winner: ProHats Inc.
ProHats was started to turn heads and make a statement, both in and outside the Western community. It’s the ProHats belief that the iconic look of the cowboy hat should be worn by all, regardless of their background.
In five years, ProHats has grown into a brand far bigger than they could have ever imagined. ProHats are worn in rodeo and professional bull riding, and the team knows first-hand the amount of preparation, focus and determination cowboys and cowgirls put in to compete at the highest levels.
“We wear many hats in our personal lives, whether we are in the roping arena or business boardroom, and it’s our goal for everyone who puts on one of our hats to have the confidence of a cowboy or cowgirl,” says Ricardo Nevarez, co-founder of ProHats.
ProHats are handmade with passion in every detail. The team takes pride in knowing that putting on a ProHats hat is one of the final steps their customers take before they head out the door to compete, conduct business or enjoy a night out.
“We appreciate each one of our customers and athletes who support us,” Nevarez says. “We will continue to strive to serve them by keeping ProHats inclusive to all and keeping the cowboy and cowgirl tradition alive.”
Best of Cowboy Hats Runner-Up: American Hat Company
American Hat Company is one of those brands that is just synonymous with Western life. They took the art of choosing and shaping a cowboy hat from standard to experiential through their incredible team, and they’ve developed a brand with a loyalty that runs as deep as the country they’re named after.
The company started in 1915 near Houston, Texas, when Sam Silver decided he was going to open a hat company near the state’s new port. After trying for several years to purchase the company from the family who owned the brand in the ’90s, Keith and Susan Maddox were finally able to purchase the brand in 2003. The same year, the couple moved the headquarters to Bowie, Texas, where they remain today, with Susan as the outright owner following Keith’s passing in 2019. The company never waivered and are more committed to their mission than ever before to honor his legacy.
“Quality — just quality. That is our focus,” American Hat Company President Keith Mundee says. “The company started with one goal: make the finest hat that could possibly be made. We are fanatical about quality.”
The inspection department sits right outside Mundee’s office, where he spends much of his day feeling hat crowns and brims.
“We want to be better than we were yesterday … We look out the windshield and very rarely the rearview. We want to go fast and in one direction,” Mundee says.
Best of Cowboy Hats Honorable Mention: JW Brooks Custom Hat Company
While the cowboy hat is known as the iconic symbol for the American cowboy, JW Brooks Custom Hat Company continues to seek innovation in both design and functionality.
“Why hasn’t the cowboy hat changed?” asks Jody Brooks, co-owner of JW Brooks Custom Hat Company. “Over a hundred years later, we’re still asking, ‘What can make it better?’ Everyone has always focused on the shape, but there was a really big lack of concern about how comfortable [these hats] were … We spend a lot of time concentrating on that.”
With the working rancher and horseman in mind, JW Brooks has innovated cowboy hats that are built for all-day comfort. The patented Deluxe Sweatband has been a game changer for the brand, giving it a distinguished reputation for customized comfort and style unique to the wearer.
“All this time, you hope you can make a difference, and we hope we’re making a difference in this industry,” Brooks says. “We are so excited [to be a finalist for Best of Western Horseman], and we just love our job.”
Photograph courtesy of STS Ranchwear.
Best of Accessories Winner: STS Ranchwear
“Be strong. Be real. Be true to who you are.”
— Drew Arthur, Director of Marketing and Creative
Best of Accessories Runner-Up: Montana Silversmiths
Headquartered on the banks of the Yellowstone River in Columbus, Montana, Montana Silversmiths has defined Western silver for more than 50 years, bringing innovation to custom trophy buckles and jewelry alike. With “Timeless Tradition Meets Modern Style” as its mantra, Montana Silversmiths continues to reflect traditional Western artistry while expanding the brand offerings through innovation.
“Innovation is our superpower,” says Marshall Smith, vice president of marketing for Montana Silversmiths. “We strive to continuously push the envelope on the design side, and I’m so excited for the world to see what we have coming down the pike in 2025.”
Smith also remarks on the exceptional teams that works behind the scenes to perfect the design and quality of each piece.
“I don’t think folks realize some of our products go through upwards of 25 sets of hands here in Columbus before they are finished … When you have that kind of blood, sweat and tears poured into a task, it’s no wonder why we are so invested and take pride in being part of Montana Silversmiths.”
Best of Accessories Honorable Mention: Red Dirt Hat Company
“Based in Arp, Texas, a town no bigger than a minute, Red Dirt has considered it an honor to grow across the Western industry at such a rapid rate. Red Dirt Hat Co. is worn from the dancehall to the deer blind, in the pasture bailing hay and taken off as we bow our heads in the back pew on Sunday.” — Justin Brown, Owner
Photograph courtesy of STS Ranchwear.
Best of Clothing Winner: STS Ranchwear
STS Ranchwear was born out of the success and heritage of Carroll Original Wear, a brand that has been a cornerstone in the Western industry since its inception in 2001 and one of the first brands to create an awards program specifically for rodeo athletes, earning a reputation for excellence and quality. Building on this strong foundation, Carroll Original Wear saw an opportunity to expand its influence and meet the needs of a broader audience within the Western lifestyle. This vision led to a partnership with world champion cowboy Stran Smith and his wife, Jennifer, resulting in the creation of STS Ranchwear.
While STS Ranchwear was inspired by the ranch, it was envisioned as a unique brand that offered practical and authentic products.
“Our specialty at STS Ranchwear is crafting authentic, durable apparel that meets the needs of those who live the ranching lifestyle every day,” Director of Marketing and Creative Drew Arthur says. “STS Ranchwear is more than just clothing; it’s a reflection of the Western way of life, passed down through generations.”
For STS Ranchwear, it’s about more than just clothing; it’s about embodying the spirit of the West in everything we do and doing so with honor, integrity and respect for the traditions that have shaped us.
“Being voted as a finalist for Best of Western Horseman by the readers is an incredible honor for us,” Arthur says. “It’s a testament to the hard work and dedication we put into every aspect of STS Ranchwear, from the design and testing of our products to the preservation of the Western heritage that inspires us … It’s more than just an award; it’s a validation of our mission to keep the cowboy spirit alive and thriving through our brand.”
Best of Clothing Runner-Up: Rodeo Quincy
Known for her bold take on Western style, Quincy Eldridge has poured boundless creative energy into her Western fashion brand, Rodeo Quincy. Eldridge has created a head-turning brand of clothes and accessories that make a bold statement. Deeply tied to her ranching and rodeo roots, Eldridge aims to combine traditional Western motifs with contemporary fashion trends, perfecting the balance between timeless and trending.
“Rodeo Quincy is a brand for all ages,” Eldridge says. “Our pieces are designed to grab attention and set you apart form the crowd, but they are also generational — they get passed down [and] instill confidence in the beautiful women who wear them.”
From original graphic tees and ballcaps to accessories and footwear that feature distinctive patterns and bold color palettes, the Rodeo Quincy line is made for full-out cowgirl expression.
Best of Clothing Honorable Mention: Wrangler
Wrangler, of Kontoor Brands (New York Stock Exchange: KTB), has been an icon in authentic American style for more than 77 years. With a rich legacy rooted in the Western lifestyle, Wrangler is committed to offering superior quality and timeless design.
Their collections for men, women and children both look and feel great, inspiring all those who wear them to be strong and ready for everyday life. Wrangler is available in retail stores worldwide, including flagship stores in Fort Worth, Texas, and Greensboro, North Carolina, department stores, mass-market retailers, specialty shops, top Western outfitters and online.
Photograph courtesy of Cavender’s Boot City.
Best of Retail Stores Winner: Cavender’s Boot City
The year was 1957, and Elvis Presley was riding high! James R. Cavender took a change in Pittsburg, Texas, opening a Dairy Mart, which ultimately launched a successful entrepreneurial career and fulfilled his American dream.
James took another chance just eight years later when he opened Cavender & Smith’s, a retail Western wear business for men and boys. Shortly thereafter, James bought out his partner and history was now in the making for the newly renamed Cavender’s. Almost 60 years and 100 stores later, Cavender’s has become synonymous with the well-dressed Texan.
Despite that growth, the company has stayed true to its roots. Cavender’s is truly a family operation, with James’ eldest son, Joe, serving as president of the company. His brothers, Mike and Clay Cavender, are also involved. Mike oversees site selection, while Clay oversees store design and merchandising. Store interior designs are highly influenced by their mother, Pat, who decorates new and remodeled stores well into her later years. Her diligence and attention to detail allow customers to experience the true Western style in each store.
“A part of our heritage is we’re family-owned and do have ranches,” Joe says. “We understand the Western lifestyle, as opposed to a more corporate-type atmosphere. We know the Western wear business and the lifestyle.”
Combining a little of the old West with a lot of the new, Cavender’s offers the latest and most affordable styles in Western wear. Cavender’s stores carry work wear, classic Western styles, the latest trends in men’s and ladies’ fashion, accessories, home decor and, of course, boots!
Best of Retail Stores Runner-Up: NRS — National Roper’s Supply
An internationally recognized brand with small-town origins, National Roper’s Supply, or NRS, has fostered a cowboy connection that spans across state and even international borders, bringing the Western industry to new horizons. The 90,000-square-foot NRS flagship store in Decatur, Texas, is uniquely positioned on a 400-acre ranch, boasting an event center, guest cabins and a training facility. It’s a must-experience location for Western enthusiasts from all over the world.
Before achieving international acclaim, NRS founder David Isham began by connecting his community with quality Western tack. Originally calling his Western store “David’s,” he spoke to the resident cowboys and cowgirls as a friend and neighbor, which has led the business mission over the past 35 years. Isham still leads the family-owned business from his home in Decatur.
“NRS is honored to be chosen as a finalist for Best of Western Horseman,” Vice President of Marketing Jason Brooks says. “Western Horseman is one of the most iconic brands in our industry, and we have the greatest appreciation for its publication and its readers.”
Best of Retail Stores Honorable Mention: Teskey’s
Customers come from across the United States and around the world to visit Teskey’s Saddle Shop, a massive tack and apparel shop located 30 minutes west of Fort Worth, Texas.
In addition to the huge section of their 100,000-square-foot store being dedicated to Western apparel, the shop is also home to one of Texas’ largest Case knives collections. Customer service and availability have always been priorities in fulfilling their mission.
“We want to be a destination, not just a store,” Teskey says. “People can come in and stay for hours, grab a bite to eat in our cafe and shop for everything from hat to hoof.”
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