Western & English Today

Summer 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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10 Western & English Today SUMMER 2017 PHOTOGRAPHY: COURTESY ARIAT INTERNATIONAL FASHION MEETS FUNCTION RELENTLESS TREVOR BRAZILE FOR ARIAT By Lindsay Whelchel A ttention to detail is something calf roper Trevor Brazile, a 23-time world champion, values greatly. Now Brazile is turning that attention to his wardrobe, from head to toe, collaborating with Ariat on a new line of Relentless foot- wear and apparel, which will be introduced in early fall. "Trevor is incredibly adept at translating his cowboy know-how and the performance nuances at the highest level into a better performing product," says Susan Alcala, Ariat vice president, partnership market- ing. "He really gets into the details, and it's important to get it right. "He was a fantastic collaborator and partner for Ariat, so we really were able to push the envelope for what we did on this line." Drawing on existing eff orts in the tech- nological innovation, the apparel company incorporated Brazile's input from the view- point of a rodeo athlete and then carefully studied data trials to perfect every piece for optimal performance, capturing Brazile's body movements with electrode sensors in the Ariat Athlete Lab. Brazile then worked closely with a team of designers and, fi nally, personally tested the resulting samples in the saddle. Based on the data gathered, the premier Relentless performance line will feature an update to Ariat's Dual Pro outsole boot. "We really designed the sole and the tread pat- terns and how you slip in and out of the [stir- rup] based on how [Trevor] would wear that," says Megan Iwersen, vice president, product merchandising and apparel. "And that's just [one] example of how we really took the tech- nology up a notch with his input." As for the apparel collection, wrinkle resistance and SPF shirt details were in- troced to accommodate Brazile's outdoor and on-the-road lifestyle. e line will also feature denim that incorporates perfor- mance stretch for competition and all-day comfort. ere's greater arm mobility in the button-down shirts designed for ropers, ad- vanced performance fl eeces, durable outer- wear, and T-shirts for all. "We just thought about, How do we make products that work extremely well for the athlete but translate so eff ortlessly into "Trevor is incredibly adept at translating his cowboy know- how and the performance nuances at the highest level into a better performing product. He really gets into the details, and it's important to get it right." — Susan Alcala, Ariat vice president, partnership marketing

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