Western & English Today


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

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R HE Hatco Inc., which entered the Western apparel industry in 1999, is returning its Apparel Division to its core roots. The move to apparel wasn't far-fetched for a company known for its hat brands: Charlie 1 Horse, Resistol and Stetson. "We live the Western lifestyle," says Hatco general manager Ricky Bolin, "and we saw an opportunity to not only expand the brand awareness of Resistol, but to ofer authentic core Western and casual Western apparel to our retailers and customers." Likewise, the return to focus on core markets didn't come as a surprise, either. "We decided that we were stretching ourselves too thin and made an internal decision to get back to our roots," says Hatco's Annie Barrientos, who oversees apparel. It's the right move for Hatco, Bolin says. "We expect Resistol Apparel to be the go-to brand for core Western consumers looking for quality, ft and style," he says. Adds Barrientos: "We are seeing a move back to a more core look. There are a lot vintage looks having a resurgence, mostly from the 1970s. Americana Vintage is in. Western-infuenced pieces are also having an efect on mainstream apparel." Resistol Apparel will be focusing on four lines. The Sherry Cervi Line targets barrel racers. No surprise there, since Cervi is a four-time world champion and a 13-time National Finals Rodeo qualifer with lifetime earnings of more than $1.7 million. "It's for the competitive barrel racer who wants a shirt they can compete in or wear out," Barrientos says, and features "classic patterns as well as a couple of patterns that are little bit more edgy." The Resistol men's line focuses on the classic men's Western shirt, which can be worn at home, in the arena or in the boardroom. And since Resistol Men's is moving back to its core, "all our shirts will now be ofered in either pearl snap or button," Barrientos says. Double R is a new line of men's shirts that have a classic Western look with timeless patterns, enduring style, and a nod to nostalgia. Each shirt will come with pearl snaps, front and back yokes, and be enzyme washed to give it a soft-to-touch fnish. Resistol Ladies Casual targets women who either consider themselves core Western or are just beginning to dabble in Western couture. "We have a great upcoming fall color collection," Barrientos says. "Very simple, clean pieces with just the right amount of detail. Items that are soft to the touch and that are timeless designs." In short: "Great pieces that will be found in every ladies wardrobe." Like most apparel companies, clothes are designed for the seasons. "We'll use lighter fabrics and brighter colors for spring and move to darker colors for the fall," Barrientos says. What's hot? "Fringe and serape are still huge," Barrientos says, "but we think denim-on-denim is a now look for women. Natural colors and natural fabrics are selling right now. For men, vintage plaids are great." So is Ombré, a gradual change of color that frst came into popularity with textile treatments in the early 19 th century, Barrientos adds. Hatco thinks the return to core will be better for business. "We will continue classic Southwest styling using vintage looks and patterns as an infuence," Barrientos says. "That old saying about history repeating itself … we want to turn that on its head a little bit and repeat the success of some of those looks from years past – but with a fresh take that says now." — JDB COMING HOME: Hatco's Apparel Division Moving Back to Core 54 Western & English Today The Sherry Cervi line, with its classic style and a few edgy twists, targets barrel racers looking for sharp shirts for in the arena or on the town. The new Resistol men's line ofers all of its shirts with either buttons or pearl snaps.

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