We got this reply on a TikTok video, here's my thoughts. Yes, you can buy two Poncho shirts for the price of one of ours (and there's nothing wrong with that, or the shirts from that brand. We're not knocking any brands that make a great product around the world). Our shirts are more expensive, but we're okay with it right now, and here's why. Unlike the vast majority of the western wear industry today, we make our shirts here in America. Why?Because this is where the style comes from. It was born out of our culture, it's a part of our heritage. And to me - I think it's kind of a bummer that it's been abandoned. By the majority of the industry. But the reality is they CAN still be made here. Yes, it's more expensive, it's difficult, it's messy. We'd have better margins, and would be a much sexier business if we didn't (we'd have more money for creative, could make more shirts, etc). But IF you're a fan of western wear, do you really want to wake up in a world where this country can no longer make an awesome western shirt? And I know it sounds silly. But.... to me, that's kind of a bummer. And we might fail. It's super hard. I get why brands don't want to do it. But if we don't try - that will be the reality one day. And if we succeed - maybe one day we can actually bring down the cost (we're still a super small brand, making small quantities of shirts. Brands like Origin that have massive scale, vertical integration, have pulled this off). It's unrealistic for the vast majority of the population to have 100% American-made stuff in their closet. But every now and then, could you buy ONE American-made piece (shirt, jeans, boots, tee, etc.) versus two made overseas? And if everybody did that, we could keep something alive that I think we all want - and will appreciate we still have one day many years from now.

I love these wrangler cowboy cut jeans. Classic fit. Higher waist. Goes over a boot. It took some getting used to, I had become used to a more modern.. slimmer fit, lower waisted jean. But once I did, I can never go back. It bothers me though these are made overseas. Denim is very doable here in America. And easier and cheaper than a western shirt. And it’s surprisingly hard to find American made denim, that fits over cowboy boots. So I’m going to make own version - with a twist. And will make them in America. And we will accept bitcoin. Step 1: need to measure and spec these. Figure out where / how I want the fit to be different. Then go from there. More to come! 🌵

The weirder the world gets, the more I just want to make shirts that make you feel like you’re a cowboy in a small town living a simple life in the 1960’s. Cowboy escapism?

Keep shipping

Does anyone know anyone that works for the FBI? Pretty sure, like 99% sure, I’ve found someone stealing our packages, that works for the post office (I have their name and address) and is reselling them on an online marketplace. They’re also selling thousands of other products from other brands. Everything listed as new with tags 🙃

This is the best feeling in the world. And makes the pain of building this business worth it. This guy was so pumped with his shirt he ordered, he emailed me a photo. On the surface… this may seem goofy. But the look on this guys face is pure joy. And just knowing that for some brief moment in time, in this man’s journey, our product helped this guy feel good, a little more stylish, a little more confident as he goes out into the world. That’s what it’s all about. I hope this guy absolutely crushes his weekend 😂

Behold.

Here’s our new Oxford western shirt. Feels like one part brooks brothers - one part rodeo. Cut and sewn in the U.S.A.

Just finished a new batch of Oxford western shirts. First time making a western shirt out of an Oxford fabric. They’re pretty slick. I’ve been behind, on too many things, but going to get our site set up so we can take bitcoin before the end of the summer.

Got this sweet photo book full of vintage wrangler from the 50’s and 60’s. Wild to look at the silhouette / shape of the shirts back then. Dudes were definitely leaner, and you didn’t wear a shirt like this and not tuck it.

I’m in my mustache era and it feels right. Who’s with me.

I think it’s so weird - and so interesting - how when you put on a garment (whatever it is), that fits you how you want it to fit, that looks and feels how you want it to look and feel, it genuinely makes you feel good, comfortable, confident. And it’s different for everyone. The clothes we wear sort of act like a mirror, connecting you to the version of yourself you want to be. And you want to communicate to the world. Maybe for just that day. Or that moment. Whatever it is - the gym, getting on a plane, going to work or a date, or watching a football game with your buds. We all have certain garments we kind of like to wear, more than others, in all these different situations. And as we grow and change, so do the things we want to wear. Sometimes I look back at outfits I wore in Highschool, and think wtf 😂. But in that moment of time, I loved it. It’s not something we consciously think about, most of the time. But it’s like this little software program, running in the back of our minds.

Boot barn is wild