The equestrian, ranch-and-rodeo look is everywhere right now, but the version I love isn't costume. It's built on brands that have actually earned it — some for more than 150 years, some for barely a decade — and a few that put a more urban take on it.
Here's my roundup: the old guard, the new guard, and my favorite pieces from each. All best sellers, all for good reason.
The Old Guard
Stetson
Stetson has been around since 1865, and the origin story is almost too good — John B. Stetson made a hat for a traveler out on the frontier, and the cowboy hat as we know it was born. More than 150 years later, it's still the name every Western hat gets measured against, and a lot of the hatmaking is done much the way John B. did it.
My pick: The Skyline 6X Cowboy Hat — unisex, sharp, and works with denim on a ranch or a leather jacket in Manhattan.
Wrangler
Wrangler is the jean of people who actually ride. The Cowboy Cut was designed in 1947 by Rodeo Ben Lichtenstein — a tailor to rodeo stars — and Wrangler has barely touched it since. It's the official ProRodeo competition jean, which tells you everything. Flat-felled side seams for a comfortable ride, a leg cut to go over your boots, the signature 'W' stitching on the pockets. No trend-chasing, just pure authenticity.
My picks:
Men's Cowboy Cut Original Fit Jean (13MWZ) — the icon. Higher rise, seven belt loops, built to keep a shirt tucked.
Women's Wrangler Bespoke High Rise Fashion Flare — high rise, slim through the thigh, a retro flare made for boots.
Diamond Cross Ranch
Diamond Cross is one of the last historic ranches in Jackson Hole, Wyoming, still owned by the family that homesteaded it — Walter Feuz, a bronc rider in the Wyoming Cowboy Hall of Fame. While neighboring ranches turned into golf courses and condos, they chose to stay. Those mountains in the old Marlboro Man ads? That's their kitchen window view. And here's the part I love most: their apparel helps pay to keep the cattle on the land.
My picks:
The Wyoming Puffer Jacket — cropped, boxy, sherpa collar, snap hardware. It looks as right in the city as it does in the Tetons.
The Icon Puffer Vest — same Western-puffer DNA with down fill, shearling, and cow suede, double-stitched to last.
The New Guard
Tecovas
Tecovas started in 2015 with Paul Hedrick and a trunk full of boots. His take: the Western boot world had gotten tired and confusing, especially for first-time buyers. So he made it simple — and made it right. Each boot takes 200+ steps by hand, and the heritage styles are crafted by artisans in León, Mexico, where leatherworking is passed down through generations. A newer brand that respects the old way.
My pick: The Cartwright — their original boot and their best seller. Classic round toe, 1½" stacked heel, 12" shaft, signature toe stitching. Go for the goat leather — it's their most popular for a reason and patinas beautifully. Wedding in a field or a night at a honky tonk, this is the one.
Rivay
Rivay is a New York menswear label, founded in 2015, that does elevated takes on military and workwear classics. It's not cowboy, exactly — it's the piece you'd wear on a weekend drive to the Hudson Valley and still feel right at dinner in the city.
My picks:
The Gibson Waffle Henley in Antique White — micro waffle knit for texture without bulk, with a woven cotton placket and a little half-moon detail at the back neck. On repeat all fall and winter.
The Slub Cotton Pocket Tee in Pale Grey — soft, garment-dyed, perfect under a snap shirt or a puffer vest.
Siegelman Stable
The urban cowboy of the bunch. Siegelman Stable is a family-owned New York label rooted in harness racing — four decades of life at the track, going back to 1982. Max Siegelman launched it in 2020 as a tribute to his family's Siegelman Racing logo, mixing that heritage with easy American sportswear. His wife, Karoline, is the Creative Director/Designer. A portion of every sale supports equine therapy, carrying on the work the family started at the barn. I'm obsessed.
My pick: The Siegelman Stable Hat — the hat worn by Jalen and Josh. Wear it with a Wrangler snap shirt and you're done. FYI — Siegelman Stable will have a holiday pop-up in NYC, so check it out!
The Takeaway
What ties these brands together isn't a costume — it's craftsmanship and a real story. A 150-year-old hat company. A ranch family that won't sell. A racing family's logo turned into a love letter. Pick one piece and let it get better with time.
Yeehaw, y’all! Queens edition!
