Ending the year on a high note. If anyone’s been watching the new Landman Season 2 - the shirt Cooper (Jacob Lofland) is wearing throughout episode 4 is a custom West Major shirt we made for the show. Taylor Sheridan came across our brand through a store that carries us in Fort Worth (he loved it). That led to his team reaching out, and asked us to make them some shirts for the show. First time seeing one of our pieces on the big screen. Pretty awesome. Thank you to everyone that’s supported us this year - we sold a record number of shirts, grew and learned a lot. We’re doing something almost none of these other western brands are doing - which is sewing our shirts in America. It’s not easy, and we appreciate everyone that’s been riding with us. We’re running it back in 2026, and have some exciting things in the works. HAPPY NEW YEAR 🤘🌵

You can now grab a Desert Chore Coat at Brass Tacks Provisions in Oklahoma City. Awesome store run by awesome people, bringing in great brands and products - mostly all American made. Even though it hasn’t amounted to much in terms of dollars yet, it’s so rewarding to see something we designed, sourced all the materials, made from scratch in Phoenix, being sold in a beautiful retail store like this. Thankful to everyone’s that’s ordered one, and can’t wait to make more next year and keep making them better.

Potentially the last chore coat you’ll ever need

Mission Control 🌵

If anyone needs a last minute gift - any orders that have 2 or more shirts, this afternoon through Saturday morning - we’re going to include expedited shipping FO FREE, to make sure you get it in time for xmas🎄

Indigo Herringbone Chore Coat 🫡

The western wear industry is a complex space filled with dichotomies. It seems like to many, not all, but many consumers in it - something being “cheap”, is considered to be more “true cowboy”. I get comments and replies often that simply because our shirts are expensive (relative to many shirts in the space), it’s not for a real cowboys, it’s fake, people tell me no one will ever wear it, etc. It’s a weird dichotomy. I could make our shirt in China - 100% in China - sell it for $60 with a better margin, make more money, and it would be more widely accepted as authentic. For real cowboys. My company would probably be 10x the size it is today. And I’d have a significantly better chance of getting into the big western retailers like Boot Barn. It sucks 😆 But we fight on

The other day, a guy was looking at our corduroy shirts here in Phoenix. We have it in two colors - navy and brown. He liked the navy - but said something along the lines of “ah yeah I have to go with the brown, I wear a lot of blue jeans”. Basically saying, he doesn’t think you’re supposed to wear a blue shirt with blue jeans or pants. And it’s simply not true. Yeah I wouldn’t wear the exact same matching blue top and bottom (nor would I do that with any color). But as long as they are a different texture and tone, you absolutely can. And it looks great. Wearing a navy denim shirt or cord shirt with blue jeans or pants is one of my favorite combos. And knowing a lot dudes think they can’t, there’s something about it that feels slightly edgy too.. like your breaking some stupid unwritten rule. Throw a white tank under to add a little pop. TRY IT *** this is Andrew Cruz, a photographer / stylist in Nashville rocking the navy cord shirt (with blue pants)

If you want a WM shirt by Christmas Eve - get your orders in by Thursday the 17th 🌵 After that we’ll do our best, just can’t make any promises 🫡

The houndstooth pattern dates back to 18th century Scotland. Apparently was originally made / worn by Shepards. People thought the little broken check looked like a dogs tooth - so it eventually got the name houndstooth. It was basically OG scottish workwear. Then in the early 20th century, high end tailors and fashion brands started using it. And now we often associate it with super nice coats, pants, etc. Often woven with wool. We made it into a western shirt. Ours is 100% cotton. And it feels awesome.

Making things

Our new Desert Chore Coal in Indigo Herringbone - 8.5 oz, lightweight and perfect for near year round wear. Dark indigo front with a funky tan contrast on the back. This is a deadstock fabric we picked up - so once we use what we have it’ll be gone. Sewn in the U.S.A. 🇺🇸

I have yet to find a man that doesn’t look like an absolute 10 with one of these thrown over a white tee

Friday night plans