11-04-2025
- Lifestyle
- Wall Street Journal
Why Tech Bros Are Dressing Like Cowboys Now
Visit the Austin, Texas, flagship of Tecovas, a buzzy western-wear brand known for relatively minimal designs, and you might encounter something more terrifying than a coiled rattlesnake: a tech bro trying on $300 cowboy boots with his tight, stretch chinos.
Patrick Shehane, Tecovas' central regional manager, said sometimes a fit guy turns up in full athleisure and winds up 'standing there in broad, square-toe boots with his pants tucked into them.' Once the eager customer has settled on shoes, the staff recommends jeans wide enough to swallow the top of the boots and stop Jesse James's spinning in his grave. (For those who haven't binged 'Yellowstone,' tucking pants into cowboy boots is bad.) Sometimes, a tech guy tags along with his girlfriend. 'We get him out of the Allbirds and put him in our boots,' said Shehane. 'Word got out through the tech community that Tecovas is where to go.'
