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Agenda-setting intelligence, analysis and advice for the global fashion community.

Why Fashion Can’t Kick Its Cowboy Obsession

From Urban Cowboy to Coachella to Yellowstone, the Western look is a trend that returns again and again to the fashion mainstream. Prestige television, remote work and shifting political winds have all played a role in the style’s latest resurgence.
Models donning cowboy-inspired fashion standing in the desert.
This year, retailers in the US and UK introduced 240 percent more new styles of cowboy boots and denim shirts than they did in the same period last year, according to retail intelligence firm Edited. (Boot Barn)

When the movie “Urban Cowboy” came out in 1980, Lee Peterson was working in merchandising for the mass American retail chain, The Limited (it later became L Brands).

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Further Reading

As Athleisure Cools, Denim Heats Up

A slowing demand for leggings has given way to the rebound of the denim sector, driven by Millennial desire for retro styles, customised product and technical fabrics.

The Athleisure-fication of Everything

Demand for leggings and sweats may have peaked, but the pandemic’s comfort-first aesthetic is hardly dead. It’s simply mutating into something else: a yet-to-be-named category that incorporates stretch and softness into a staggering number of fashion staples, from trousers to jumpsuits.

About the author
Cathaleen Chen
Cathaleen Chen

Cathaleen Chen is Retail Editor at The Business of Fashion. She is based in New York and drives BoF’s coverage of the retail and direct-to-consumer sectors.

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