Illustration: Jose Berrio for Bloomberg
What the Cowboy Boot Boom Says About America
The style statement is also a story about nostalgia, nationalism and America’s search for identity in times of uncertainty.
The craftsmen for Back at the Ranch in Santa Fe, New Mexico, have been making cowboy boots for three generations. Since Wendy Lane Henry founded the brand in 1990, the boots have barely changed — but in recent years, business has exploded. Her waitlist for custom orders is up to eight months, and she’s boosted store inventory by more than 40% to meet demand.
“Everyone is infatuated with the West, the free-spirited lifestyle, the wide-open spaces,” Henry says. “Last year was my best year ever, and this year will be better.”