When Things Go South, Keep West
To the world, Western is a trend. But to the cowboy community, Western isn’t going anywhere.
Out of the vast open land of middle America, cowboys, ranchers and homesteaders created the resilient lifestyle of the West. Across the world, the cowboy stands as a symbol for those willing to roll up their sleeves, work hard and lend a helping hand.
For generations, this way of life has been passed down to every person raised on Western values, transcending international borders and the passing of time. Though born from humble roots, the spirit of the West is found in every corner of the world through the communities carrying on the timeless traditions of the iconic American cowboy.
Their days are long and their nights are short — and yet, the cowboy way is pure. There is art in the life they lead, carrying their heritage forward, much like their forefathers had generations before their time. They are not just working; not just putting food on the plates of millions. They are preserving history, persevering to keep their centuries-old cowboy legacy alive.
The cowboy is emblematic of a rebellious spirit and a pioneering mentality. Through this, the cowboy has become the keeper of the flame, a shelter from the storm and the foundation upon which the values of our nation rest — a welcoming haven for all.
While the cowboy is inherently American, there is a mystery about them; a novelty engrained in our culture that has left a global imprint. The American cowboy has been romanticized throughout movies and television as early as the silent movie era to the golden age of 20th-century Westerns.
From Gene Autry to Dolly Parton to Orville Peck to the newest presentation of Western motifs in Louis Vuitton by Pharrell Williams to the booming rise in crossover artists such as Post Malone and Jelly Roll, American pop-culture figures are embracing a theatrical interpretation of Western —a true tribute to Americana.
“The West encapsulates a feeling of untamed freedom; it is a beautiful escape into a world of possibilities fueled by the rugged ideals of the West,” said Isha Nicole, senior vice president of marketing and creative at Boot Barn. “Celebrities such as Post Malone and Beyoncé are helping to catapult Western influence into the limelight—inviting the masses to participate in the romanticism of the American spirit while shining a light on cowboy culture.”
But by no means is Western a fleeting trend. The values of the West — tenacity, a rebellious spirit, grit — is engrained into what it means to be an American cowboy and what it means to be American. And that’s not going anywhere.
For a fusion of western fashion, art, country music and philanthropy across the Western space — tune into Boot Barn’s 2024 Fashion Show on Roku this December and on Hulu in early 2025.
