Mainstream Country
There was a day when a "city kid" wouldn't be caught dead wearing anything that resembled western gear
. It wasn't cool and it certainly wasn't relevant to their urban lifestyle. That is simply no longer the norm. Take a look in any fashion magazine, celebrity watch blog or even tabloid publication and it's crystal clear that those days are nothing but a distant memory. It's nothing nowadays to see hot pink cowboy boots or a scrunched up cowboy hat on someone who has probably never been within 1000 yards of a horse, let alone made their living riding one. I like to call them urban cowboys. And girls.Suddenly the gear that has served a working purpose for hundreds of years is all the rage in fashion. Everywhere you look, you see bits and pieces of what was once merely functional rather than intended to be deemed as fashionable. With the influx of country stars becoming more mainstream accessible- Carrie Underwood, Keith Urban and dozens more- the good old cowboy hat doesn't seem as out of place on the heads of these stars, let alone on the covers of glamorous magazines. Some of the new and younger rock style country singers can absolutely take a whole bunch of credit for this movement in fashion because people copy that which they find appealing. Clothing that had once seemed silly to the city crowd now seems completely normal and fitting to an entirely new consumer group.
Fashion conscious people gravitate towards what is considered hot or now or interesting, and at this time in our runway portfolio, it seems to be all about a slick and sexy pair of cowboy boots. It makes no difference if they're not dusty or worn or have ever gone anywhere near a paddock or -heaven forbid- horse manure, right now they're all the rage.
What do the actual cowboys think of this new trend? Truth be told, they probably don't give it a whole lot of thought. Manufacturers, wholesalers and western wear stores however, well, they obviously couldn't be happier as a whole new group of people buy cowboy boots or hats that are fit to ride off into the sunset in, but probably never will.
Mainstream Country
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