IN PARTNERSHIP WITH
Lucchese
Since 1883 · El Paso, Texas
Western heritage meets modern design. Wild ‘Bout You and Lucchese share a commitment to honest materials, artisan craft, and silhouettes that endure.
Founded in 1883 in El Paso, Texas, Lucchese builds boots the same way Victoria Cooke approaches garment design — with respect for material, attention to construction, and the conviction that western wear should work as hard as the people who wear it.
HERITAGE CALLOUT
The silhouette references Lucchese campaign imagery — long, lean, unadorned.
— Snap Duster Heritage
Lookbook
“Then, in that hour of deliverance, my heart spoke”
Partners
The Brand
Wild 'Bout You is western heritage, rewired for modern life.
Born from a love of rodeo culture and the wide-open landscapes of the American West, this collection takes the materials and attitude of traditional western wear and strips away the costume. No rhinestones, no nostalgia — just honest construction and a fit that works everywhere.
The collection
Every piece in the Wild 'Bout You line is built around a single idea: western wear should work as hard as the people who wear it. We use heavy canvas, raw denim, and vegetable-tanned leather that ages with you. Brass hardware, bar-tack reinforcements, and flat-felled seams mean these garments are in it for the long haul.
Materials
- Canvas — 12oz cotton duck, pre-washed for softness without sacrificing structure
- Denim — Raw selvedge from heritage mills, sanforized for fit stability
- Leather — Vegetable-tanned hides that develop a rich patina over time
- Brass — Solid brass hardware that won't corrode or tarnish
Philosophy
Western wear has always been about function — the embroidery on a western shirt originally reinforced seams, the pointed toe of a boot was designed for stirrup entry. We honor that tradition by keeping function at the center, even as we update the silhouette for modern life.
Community
Wild 'Bout You proudly supports the CANA Foundation, dedicated to preserving western heritage and supporting rodeo communities across the American West.
Wild 'Bout You is available now. Wholesale inquiries welcome.