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This D2C Boot Brand Wants to Modernize Western Denim

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Denim is a natural next step for Tecovas, a direct-to-consumer western boot brand. The Austin, Texas-based company announced Friday the launch of its first foray into western apparel beginning with men’s jeans.

Taking the same elevated design approach to denim as it takes for its line of leather boots, Tecovas developed the line of western jeans to offer millennial consumers a fuss-free, contemporary alternative to what’s readily available in the western market.

“The world of western apparel is due for an upgrade—no more outlandish styles and low-grade materials. Tecovas apparel is designed to fit in the modern world,” the company said in a statement.

Each jean is designed to be worn comfortably with western boots.

The Slim Jean fits like a typical slim—straight jean through the thigh—but from the knee down is a straight cut with a leg opening wide enough to accommodate any Tecovas boot.

The Standard Jean is slightly more relaxed through the thigh to fit a wider range of body types and style preferences. Similar to the Slim, the Standard fits straight from the knee down and can easily accommodate any western-style boot.

Slim Jean Tecovas

The collection was developed after years of fielding inquiries about what type of jeans should be worn with western boots. “Never having a great answer, we decided to take matters into our own hands,” the company said.

For more than a year, the Tecovas team worked with chairman Brian Spaly, founder of Bonobos and Trunk Club, and fit experts in Los Angeles to perfect the fit.

The jeans are made in L.A. with comfort stretch denim sourced from Italy’s Candiani Denim mill. Jeans are offered in medium blue and dark blue, and retail on for $125, which the brand reports is $100 less than if they were sold through traditional retail channels.

Founded by Paul Hedrick, Tecovas came onto the scene in 2015 at the height of the direct-to-consumer brand boom with a mission to provide high-quality western footwear classics without the markup.

In September 2017, the company raised $2.6 million in funding to expand its team, marketing efforts and product line. Tecovas also produces a line of leather belts, weekenders and tote bags.