Let me start by disclosing two things: 

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1. I own a pair of Tecovas cowboy boots. 

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2. I have no business owning cowboy boots. 

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Both of these things can be true. In fact, it seems Tecovas has taken a strategic position banking on Rhinestone Cowboys like me. 

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For those unaware of this phrase or majestic Glen Campbell song, a “Rhinestone Cowboy” is someone who’s more rhinestone than cowboy. More glitter, less grit. More radio, less rodeo. As a lifelong North Carolina resident with virtually no cowboy-related activities under my normal-sized belt buckle, I am no cowboy. But I bought cowboy boots from Tecovas. And with any luck, I’ll do it again someday. 

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Though I’ve had my boots for a year or two, I started thinking about Tecovas’ strategy after seeing their new TV ad and spending a long weekend in Austin, TX. The Tecovas billboards I saw around Austin featured fashion-forward photography of diverse models in non-cowboy situations. And their TV ad resolves on a shot of an empty desk chair swiveling around in a high rise office. Not exactly the rough ‘n tumble Marlboro Man imagery we’d expect. That’s the point. 

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If you’re a real cowboy, chances are you’re fiercely loyal to an expensive legacy boot brand, and you’ve been that way since childhood. That’s why I commend Tecovas for seeing the ripe opportunity in the market. Not everyone interested in wearing cowboy boots needs a thousand-dollar pair of Luccheses (pronounced Loo-Kay-Zees, apparently) to work the land and kick around in the red Texas dirt, just like their dad and granddad did. 

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No, these boots are for the twenty-something YoPro who wants to look the part in Nashville on Friday night. They’re for the startup founder pitching venture capital on a quick trip to Dallas. They’re for the country concertgoer who’d rather save a horse and ride a cowboy. They’re for the wedding-goer in Austin who’s historically too husky to pull off penny loafers (did I just out myself?)

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That being said, Tecovas hasn’t totally shed its cowboy DNA like a rattlesnake’s skin. There’s plenty of rustic cowboy imagery and copy with a lil’ twang on it. Similar to why you’ll never see an ad where a Hummer runs errands in the suburbs, you have to stay aspirational and paint the world you’re trying to sell — not the everyday realities. 

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So Tecovas walks this fine line between cowboy and urbanite, work and play, old and new, classic and boundary-pushing. This playful tension is exciting, and it’s key to being the brand that brings newbies into the fold. If their ever-expanding company bootprint is any indicator, it’s working. Because if it wasn’t they wouldn’t be opening stores in Orlando and Pittsburgh. 

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The company also does a wonderful job of meeting the high expectations of their digitally-savvy, professional clientele with their creative standards and customer experience. I’m a huge fan of their work with cooler-than-cool ad agency Preacher along with their clean and seamless website UX. Walk into one of their stores, and you’ll likely be greeted with a free drink in a free koozie and a question about what you’re looking for today. From the product design to the try-on experience to the confirmation email to the lookbook, they tell a consistent story and hold themselves to a high standard. Commendable brand stewardship all-around. 

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So while a weather-worn west Texas cowboy might tell you to walk like you’ve got a pair (of Lucchese boots), Tecovas wearers aren’t bothered. We know what we are and what we aren’t, and Tecovas has pulled the facade down. In the heyday of country music, western TV shows and Texas BBQ, the western lifestyle is more sought-after and accessible than ever. Tecovas has given us a great lesson in meeting your target audience where they are, instead of urging them to be something they're not.

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