Western & English Today

Spring 2016

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

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12 Western & English Today SPRING 2016 MANUFACTURER profile Life in the Fast Lane The seven years since Patrick Lane founded his eponymous boot company have rocketed by at warp speed. by Susan L. Ebert P ATR ICK L A N E WAS, SH A L L W E SAY, IN A PICK L E . The year was 2007, and he was doing a brisk business selling a now-defunct boot manufactur- er's closeout stock to online retailers such as Amazon, Overstock, and Wayfair—with all three mega-merchants clamoring for larger and larger shipments. Lane, with freshly inked orders in hand, had just been told by his boot supplier that it could not fulf ll any of the orders it had committed to and was going the way of the dino- saur. Worse yet, when Lane had placed the purchase order with that company, he'd paid cash in advance. Now, he had neither the cash nor the boots. Some folks would have gone back to those powerful online retailers with hat in hand, apologizing that, albeit through no fault of their own, they could no longer fulf ll those orders. But Lane's not wired that way. He made a promise and he was going to honor it—one way or another. TO LÉON AND BEYOND Lane threw himself into researching boot manufactur- ing, and shortly thereaf er, he boarded a jet to Léon, Mexico—the "Shoe Capital of the World," where many of the top brands of cowboy boots are made, of en sharing time in the same factories. He contracted with a factory PHOTOGRAPHY: CO U R T E S Y L A N E B O OT S

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