The American Wild West is everywhere in fashion, so grab yourself some cowboy boots:
When Paul Hedrick quit his job in 2014 to work on Tecovas — a digitally native, direct-to-consumer Western-wear label — full-time, he didn't necessarily foresee that cowboys were on track to become one of fashion's most defining influences four years later. Now, as we reach 2018's finish line, the American Wild West is everywhere.
"I basically became a direct-to-consumer encyclopedia at the time," Hedrick tells me over the phone from Austin. "It was then that I realized there's a few places in my life that could use a direct-to-consumer brand. And I may have found one that I, specifically, am going to really enjoy." One of the tasks Hedrick focused on most during that development was one that puzzles even the most seasoned entrepreneurs: finding, and securing, the right manufacturers. For Tecovas's sourcing and production, Hedrick would not settle for anything less the best — which meant León, Mexico, a city 230 miles northwest of Mexico City.
"We're not afraid to talk about it," says Hedrick. "We're very clear about why we've done everything we're doing. We have nothing to hide." Speaking of that customer, who is it? While the brand's first wave of shoppers were those who were already in the market for higher-quality cowboy boots at a lower cost, Hedrick has seen Tecovas's consumer base widen.
Tecovas is also meant to have a certain "philosophical" appeal, correlating back to those aforementioned appeals of cowboy culture.
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