The influence of Western culture in fashion and entertainment has surged in recent years, marking a significant trend that continues to resonate. This movement, often attributed to the impact of the television series Yellowstone, has established a lasting presence in various aspects of lifestyle, music, and fashion, showcasing a blend of nostalgia and modernity.
The show, which premiered in 2018 and concluded its five-season run, stars Kevin Costner as a patriarch of a Montana ranching family. Its popularity has given rise to numerous related productions and merchandise, including items from jewelry designer Kendra Scott and a restaurant, the Four Sixes Ranch Steakhouse, located at Wynn Las Vegas. This establishment is named after the Texas ranch in which creator Taylor Sheridan is an investor.
Music has also played a pivotal role in this cultural shift. The release of Beyoncé‘s album, Cowboy Carter, in 2024 showcased her in a rodeo-inspired ensemble, further igniting interest in Western fashion while promoting diversity within the trend. Additionally, CBS launched The Road, a reality series where aspiring musicians perform as opening acts for country star Keith Urban. This initiative featured a backdrop of audiences dressed in Western attire, emphasizing the movement’s broad appeal.
Western Wear: A Lifestyle Choice
Unlike the flashy styles associated with the Urban Cowboy phenomenon of the 1980s, today’s Western wear is more about lifestyle and heritage. Taylor Woodard, owner of The Shop Outpost located at 5728 E. Colfax Ave., highlights the joy that comes with wearing cowboy boots and hats. “You feel happier, lighter. It taps into authentic nostalgia for the past,” she explained, emphasizing the freedom associated with this distinctly American heritage.
Woodard opened her shop with a passion for both Western wear and sustainable fashion. “I am grateful for the younger demographic of shoppers who want to combat fast fashion by buying vintage,” she noted. Her clientele, primarily aged between 25-40, appreciates the quality and history of vintage pieces, which stand apart from mass-produced clothing.
In addition to selling vintage items, Woodard’s shop hosts hat parties where guests can customize their hats with various accessories. Such events, accommodating up to 30 guests, have become popular for celebrations like birthdays and engagements.
Fashion Events Celebrate Western Trends
The recent resurgence of Western wear was showcased at Denver Fashion Week, which featured Western-themed nights, attracting hundreds of attendees. The event’s runway producer, Nikki Strickler, carefully selects brands based on current trends, starting with established names like Rockmount Ranch Wear and incorporating more innovative designs from local retailers such as April & West.
Another notable event was the fashion show by Double D Ranchwear, organized by the Women of the National Western in September. Originally intended as a shopping pop-up, it evolved into a significant runway production attended by 200 women. Angela S. Lieurance, the show’s director, expressed the appeal of Double D’s craftsmanship, which combines comfort and authenticity, allowing women to connect with the clothing despite not resembling traditional runway models.
According to Tara Kaufman, associate curator of clothing and textile arts at History Colorado, the current interest in Western wear reflects a blend of cultural influences stemming from America’s Westward expansion. “It’s an iconic and versatile style through which people can express diverse facets of American identity,” Kaufman remarked, noting the enduring nature of this hybrid aesthetic.
As Western wear cements its place in the fashion landscape, Colorado continues to be a significant contributor to its evolution. Local companies like Miller Stockman and Rockmount Ranch Wear have been instrumental in popularizing this style, ensuring that it remains an integral part of Colorado’s identity.
For those looking to immerse themselves in the Western lifestyle, venues like Belles & Boots and The Grizzly Rose in Denver’s LoDo district offer entertainment and dining experiences steeped in Western culture. Newer establishments such as Neon Cowboy provide a modern twist with coffee and cocktails, further enriching the local scene.
As the trend continues to thrive, Western wear is not merely a fashion statement but a reflection of cultural heritage and personal expression that resonates with many across generations.
