The Western Wear Trade Says This Cycle Isn't Urban Cowboy 2.0
Wrangler, Lucchese, Stetson and Boot Barn all argue the current Western boom has staying power rather than movie-driven novelty.
BY CHUTE 6 STAFF · DALLAS
Photo pending. Not a news photograph.
Industry voices across Wrangler, Lucchese, Stetson and Boot Barn make the same case: the current Western fashion cycle is structurally different from the Urban Cowboy wave, because the demand is coming from repeat buyers rather than a single film moment.
The supporting evidence is in the collaborations. Wrangler's fall 2026 collection with Lainey Wilson, part of a multiyear partnership, leans '70s free-spirit styling. Stetson launched a 25-piece collection with womenswear label THE GREAT., marking the hatmaker's 160-year run.
On the runway side, Bode continues its Rodeo Bodeo theme into SS27, mining the 1865–1890s cowboy era for ornate Western detailing rendered as wearable staples.