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The Week in Shopping: The Taylor Sheridan Effect

The rise of Tecovas, the Western lifestyle brand making its Super Bowl debut next week, is the latest signal that ‘Yellowstone’- and ‘Landman’-inspired cowboy apparel is moving into the mainstream.

paul hedrick tecovas
Tecovas doesn’t fit neatly into an industry comp, but its trajectory revives the lingering question of whether venture-backed D.T.C. footwear can scale profitably over the long term. Photo: Courtesy of Tecovas
Sarah Shapiro
January 30, 2026

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Slowly, and then all at once, cowboy boots are a thing. Blame Taylor Sheridan’s Yellowstone and Landman, or even Donald Trump, but Western-inspired styles are everywhere right now. Boot Barn, the publicly traded retail chain specializing in Western apparel, has more than tripled in value over the past five years. Meanwhile, Tecovas, the venture-backed D.T.C. cowboy boot company, just shelled out millions for a Super Bowl commercial as C.E.O. David Lafitte attempts to build the company into a veritable lifestyle brand.