The western wear industry is a complex space filled with dichotomies.

It seems like to many, not all, but many consumers in it - something being “cheap”, is considered to be more “true cowboy”.

I get comments and replies often that simply because our shirts are expensive (relative to many shirts in the space), it’s not for a real cowboys, it’s fake, people tell me no one will ever wear it, etc.

It’s a weird dichotomy. I could make our shirt in China - 100% in China - sell it for $60 with a better margin, make more money, and it would be more widely accepted as authentic. For real cowboys. My company would probably be 10x the size it is today. And I’d have a significantly better chance of getting into the big western retailers like Boot Barn.

It sucks 😆

But we fight on