Sunday funday

Finalizing most of the shirts we’re going to make for fall / winter 2026. We have a 2-4 week window, starting next week, when most of the retail shops will place all of their PO’s for Q3+Q4

Check check

Rough sketch of some design updates I want to make this year. Still need to flush these out (I am not a good illustrator) but, this is step one. Previous years - so much time, energy, and resources went in to just getting the shirt actually made. This is the first year I feel we have that (mostly) down. Fingers crossed. But can now start to dial in more details. Which is exciting. They won’t happen all at once, but will roll out throughout the year. My goal is to have every part of the shirt, from the labels to the buttons, to additional details we want to add - have some meaning / story behind it.

Ending the year on a high note. If anyone’s been watching the new Landman Season 2 - the shirt Cooper (Jacob Lofland) is wearing throughout episode 4 is a custom West Major shirt we made for the show. Taylor Sheridan came across our brand through a store that carries us in Fort Worth (he loved it). That led to his team reaching out, and asked us to make them some shirts for the show. First time seeing one of our pieces on the big screen. Pretty awesome. Thank you to everyone that’s supported us this year - we sold a record number of shirts, grew and learned a lot. We’re doing something almost none of these other western brands are doing - which is sewing our shirts in America. It’s not easy, and we appreciate everyone that’s been riding with us. We’re running it back in 2026, and have some exciting things in the works. HAPPY NEW YEAR 🤘🌵

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

The houndstooth pattern dates back to 18th century Scotland. Apparently was originally made / worn by Shepards. People thought the little broken check looked like a dogs tooth - so it eventually got the name houndstooth. It was basically OG scottish workwear. Then in the early 20th century, high end tailors and fashion brands started using it. And now we often associate it with super nice coats, pants, etc. Often woven with wool. We made it into a western shirt. Ours is 100% cotton. And it feels awesome.

Thinking about doing a special deal Friday for the Nostr community only 👀

If anyone needs a fresh one before a holiday trip - just let us know and we’ll make it happen.

New Chore Coat we’re going to run next. It’s a herringbone denim. Light weight. Soft. Seems somewhat basic, until you look close.

All we’ve got left in our navy corduroy

This dude would have looked less creepy and more relatable in a brown corduroy western shirt. But I’m biased 😬

🤌🤌🤌🤌🤌

NEW CORDUROY WESTERN SHIRTS. They’re heavy. Cotton. And we sew them in America. Great shacket or stand alone shirt. Once we go through these we won’t restock until next year 🫡

Happy customer just vibing in Bristol having a pint

If only you could feel this flannel through the phone 🤌🤌

Behold. A flannel of the gods.

HOLIDAY PARTIES ARE AROUND THE CORNER. So made a flannel. Calling the color “clay” but it’s sort of an earthy brown. It has a subtle white stripe, 100% cotton, and is incredibly soft. You can dress it up or down and really choose your adventure.

Chore Coat Report 005. Our first batch is getting sewn and should be done any day. In parallel, we found a company in Arizona that has an automatic cutter. We’re doing the first sample cut right here. We’re still waiting on pricing, but if this works, we just solved a huge piece of this puzzle. It takes me about 45 min to cut out a coat now. This machine does it in 3 min. I love seeing machines like this because this is the future of garment mfg in America - and how it could actually legit come back and be cheaper than stuff made overseas. I think we’re very very early in a new era where this slowly starts to become the reality and more and more possible. So long as entrepreneurs lean into it, invest, try and push this stuff forward. This machine costs $250k right now. Could it not cost $10k or less in the next decade?

Brand mood boards. These things save me. And get me so excited when I look at them. I got to have them printed out and pinned to my walls. Just a reminder of the world I want to build - and the world I want people to feel when wearing our stuff. We’re not there yet - but it’s the North Star.