Tecovas | Don’t Go Gently

Cowboy boots are considered a bold choice. A statement shoe. One might think they can’t pull it off if they aren’t some rough-and-tumble cattle wrangler or if they didn’t grow up under the neon moon of a honky tonk. But one would be wrong. For Tecovas, cowboy boots are about owning the spirit of the West however you darn well please. For these characters, the boots don’t make their outfit, they make the boot. They know who they are and they’re going with it, and they don’t go gently.

Your girl got to sneak in some illustrations through a custom chain-stitched bowling shirt and some packaging inspired by a beloved Texas staple.

Partner: India Allen

Creative Directors: Marcus Brown and Zach Watkins

Brand Management: Kristen Meade and Grant Howard

Producer: Kasia Olczak

Director: Kate Hollowell