Readers of this blog and viewers of my website are probably aware that I became a fan of Tecovas boots. They emerged onto the “cowboy boot scene” in 2015. At first, they offered a limited lineup of men’s traditional western and roper boots. But by now — 2021 — it is my opinion that Tecovas is “too big for their britches.”

I had become more and more wary of the company as they expanded with more styles of boots, additional non-boot products (bags, jeans, belts, swag, and the overpriced boot jack), and began opening a number of brick-and-mortar stores in several U.S. southern states. I was getting concerned that this once small, well-targeted and focused company had been expanding beyond the core concept that I once admired.

However, as a result of a significant March 2021 marketing blunder, I no longer…
Continue reading →