Tecovas is upending the world of cowboy boots by offering high-quality styles at terrific prices, and the best way to try them out is at the company’s new store at NorthPark Center.
The Austin-based brand offers a variety of boots for men and women, including snip and square toes, Ropers, and trendy Chelsea boots.
Its latest offering is a collaboration with platinum-selling country star Thomas Rhett, featuring three women’s and three men’s boots, two hats, and a signature T-shirt.
"As someone who loves country music and wears cowboy boots every day, it was amazing to collaborate with a brand that I’ve been wearing for years,” Rhett says. “Tecovas allowed me to design a collection based on things that I like and knew my fans would love."
In June, Esquire magazine named Tecovas the “best direct-to-consumer cowboy boot brand,” crediting it with “restoring the Western-inspired footwear to its rightful place of prominence the world over.”
Like many premium boot brands, Tecovas are handcrafted in a laborious 200-step process in the bookmaking capital of the Americas—León, Mexico.
Tecovas are typically priced from $245 to $365 for calf, goat or lizard leathers; exotic skins such as ostrich and crocodile go for $995.
The Thomas Rhett Akins Boot
The Thomas Rhett Lauren Boot
The Thomas Rhett Lankford Boot
The Thomas Rhett Macy Boot
Founder Paul Hedrick, who manifested his Texan roots by wearing cowboy boots while a student at Harvard and a business analyst in Greenwich, Conn., got the idea for Tecovas by observing upstart direct-to-consumer companies like Warby Parker.
“The modern consumer wants the best price, the best product, the best experience, the best customer service, transparency, omnichannel, digital, and physical,” Hedrick told financial blogger Alejandro Cremades. “They want everything. Nobody was doing that [in cowboy boots] because a brand hadn’t been started in the category in 25 years.”
Founded in 2015 by selling through Junior League fairs and a website, Tecovas grew very quickly.
Today, the brand offers about a dozen boot styles each for men and women and also has expanded into jeans, pearl-snap shirts, handbags, totes, and luggage—all of which is on tap in the new store.
True to Tecovas’ western theme, the boutique evokes a stylish ranch house with wood and brick walls, leather and calf-hair furnishings, and kilim rugs and pillows.
A colorful calf-hair mosaic mural of a longhorn steer dominates the entryway, backing a bar stocked with exclusively Texan libations, including Lalo tequila, Garrison Brothers whiskeys, and Ranch Rider hard seltzers.
“We've treated stores as a way to add hospitality and an even more elevated level of service in a cool environment, that frankly, you can’t match online,” Hedrick told Cremades. “It’s not just that it’s easier to buy because you don’t have to worry about putting a return label on the box. It’s actually really cool. We serve alcohol and have music and really cool, awesome sales associates. It’s more fun to do that…than the click-buy from your cubicle.”
Dallas-Fort Worth is one of Tecovas’ biggest markets, Hedrick says.
“NorthPark is without a doubt a one-of-a-kind shopping destination with unparalleled amenities, traffic, and like-minded neighbors,” noted CEO David Lafitte. “We also know NorthPark is the destination for holiday shoppers, which obviously aligns perfectly with our peak season.”
Tecovas is located on Level One between Nordstrom and Macy's.
