Western & English Today

Spring 2017

W&E Today provides retailers and manufacturers with education and ideas that provoke innovation in the Western and English markets.

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6 Western & English Today SPRING 2017 A ccording to Double D Ranch creative di- rector Cheryl McMullen, the Western life- style brand has always been about creating a tra- ditional, yet cutting edge look from head to toe. Now, the apparel line's eff orts are being bol- stered by two new partnerships, launched this year, with Old Gringo Boots and Peyote Bird Designs. Based on the success of its existing partnership with Greeley Hat Works, makers of its branded hat collection, Double D sought to expand its off erings without the price mark-up required to manufacture accessories and foot- wear in-house, McMullen says. "It was something that we wanted to do, be- cause whenever we designed the [apparel] col- lections, it was always like it was never fi nished; we were constantly looking for something for the feet," she says. "So it only made sense for us to go in and design our own line of boots." Double D, which previously partnered with Lane Boots on footwear, has now launched the collaboration with Old Gringo with its latest apparel collections. "[Customers are] going to get something that defi nitely looks like a Dou- ble D boot, but it's going to have the Old Gringo fi t and quality, so I think we're able to serve our customer better." e same is true for its jewelry line by Peyote Bird, off ering an opportunity to part- ner with a brand that works with Native artists, ensuring its pieces are Native American-made with authentic turquoise. " ere's a lot of fake stuff that's coming in now from overseas that's claiming to be Native American and that's claiming to be American turquoise. What we're doing now is we're able to bring Native American artisans together, as well as Ameri- can artisans, and we know we're getting good silver, American turquoise, and it's all hand- made product." e opportunity is strong for its collab- orative partners, too. "We are very excited about our collaboration with Double D," says Ernie Tarut, president of Old Gringo Boots, who adds that the response from retailers so far has been great. "We want to deliver the comfort and fi t that comes from Old Gringo with the fashion-forward taste from Double D. We expect for the very best to come out of this collaboration, both for our customers and for Old Gringo and Double D. We bond the time-honored art of handmade boots with quality and cra smanship, and Double D brings the element of design and fashion." Peyote Bird owner Mark Alexander is just as thrilled. "Our two companies align in many ways. We are both family-owned, dynamic, and creative organizations. Peyote Bird and Double D form a natural and complementary partnership, and we look forward to develop- ing on-trend, seasonal collections with our American artisans to complement the Double D clothing collection." e goal of Double D is to be a design house inspired by the West with an eye to- ward the future, so this joining of eff orts fi ts that strategy, McMullen says. " ere's a lot of boots out there, a lot of hats, a lot of jewelry, but to be able to take those diff erent categories and tweak them for Double D is what was im- portant for us." www.ddranchwear.com INDUSTRY NEWS Double D Doubles Down Partnering with Peyote Bird and Old Gringo By Lindsay Whelchel "The Legend Continues 2017" Building on 120 years of history, we are pleased to announce the return of this Legendary American Brand. Visit us at www.hbarcusa.com After an 18 year hiatus from the U.S. Market

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