The Best of Western Horseman Awards are finally here.
A cowboy or cowgirl is defined by their heart, and their Western spirit is showcased through timeless apparel designed to endure.
Best of Cowboy Boots Winner: Fenoglio Boot Co.
The only things that work harder than a cowboy are the boots on his feet. Even though Fenoglio Boot Co. didn’t start until the early 2000s, the Fenoglio family runs seven generations deep in the small but proud north Texas town of Nocona. The town is where Justin Boots started, and later, Nocona Boot Co. The town is steeped in cowboy culture and a tradition of exceptional boots that helped marked out the Chisholm Trail.
What began as a devotion to community and a commitment to carrying on a legacy has become a business hyper-focused on providing incredible products and an even better customer experience. Building boots from start to finish, the Fenoglio family endeavors to connect people to a place and a tradition in a way that few can replicate.
“When you change your thinking from ‘Why me?’ to ‘Who better than me?’ that’s when you’ll be able to do more than you ever thought you were capable of,” says Caiden Fenoglio, who serves the family business as the general manager.
“Our mission is for every customer experience to be personal transparent and memorable.” — Caiden Fenoglio
Best of Cowboy Boots Runner-Up: Ariat
For more than three decades, Ariat has built its reputation on blending modern innovation with Western tradition, creating footwear trusted by horsemen, ranchers, and those worldwide. The brand’s Bench Made Collection represents the pinnacle of that commitment.
Bootmaking is an art form in León, Mexico, where generations of craftsmen have shaped leather into footwear that lasts a lifetime. Ariat’s Bench Made line carries that tradition forward, blending heritage and modern design to reflect both the past and future of Western style.
Each boot is built with an attention to detail that’s felt as much as it’s seen — rich leathers worked by hand, calfskin linings that soften with wear, and silhouettes shaped for both function and refinement. This season, the collection grows to include new women’s silhouettes, offering fresh expressions while honoring the same standard of longevity and authenticity.
Whether you favor a roper, Chelsea, exotic, tall boot, or short bootie, there’s a Bench Made boot designed just for you.
Best of Cowboy Boots Honorable Mention: Lucchese
For more than 140 years, Lucchese has blended tradition and innovation. Every stitch and cut reflects Texas artisans’ skill, carrying forward a legacy of craftsmanship. From pioneers to modern originals, Lucchese defines excellence — honoring history while forging ahead with intention.
Best of Footwear Winner: Ariat
As the first company to infuse athletic show technology into boots, Ariat completely revolutionized the industry. The company was built on the pillars of performance and functional innovation woven into every Ariat product. A huge priority for Ariat is ensuring that its product allow consumers who wear them to perform in the most demanding environments.
Even though Ariat began in 1993 as a boot company for both Western and English riders, their casual footwear clearly found a formula that works. Their casual footwear is perfect for anyone who values comfort — or already has a favorite pair of boots and needs a relaxed backup. Whether it’s chores at the barn, a stock show or a laid-back weekend, their versatile styles are ready for anything.
Best of Footwear Runner-Up: Twisted X
Since 2005, Twisted X has dedicated itself to creating comfortable, handcrafted footwear across Western, lifestyle, work and outdoor categories. With an environmentally friendly mindset, cutting-edge comfort technologies and a commitment to design, Twisted X has established itself as an innovator in the footwear industry.
As a leader in sustainable innovation, the company has introduced technologies like CellStretch, a patented comfort system built directly into every shoe, and Tech X, a revolutionary cowboy boot construction with athletic-like comfort. Twisted X also made waves with the Original Driving Moc, blending casual cool with rugged Western style.
“We are proud to be once again recognized as a Best of Western Horseman winner in the footwear category. Product innovation is our passion, and we pride ourselves on creating high-quality products that our customers love. It is an honor to stand alongside so many remarkable brands redefining the Western industry,” CEO Prasad Reddy says.
Twisted X partners with retailers and philanthropic organizations worldwide.
Best of Footwear Honorable Mention: HEYDUDE
HEYDUDE shoes are lightweight, comfortable and affordable. Designed for men, women and kids, they are meant to be everyday go-to shoes. Easy to slip on, soft yet durable, they keep you moving with comfort that fits perfectly into the Western lifestyle.
Best of Cowboy Hats Winner: ProHats Inc.
“We believe the cowboy hat is iconic; no matter your lifestyle, profession or background, a cowboy hat will always be cool. Through our slogan, ‘Ready to Rodeo,’ we relate everything with life, and we believe that everybody has their own rodeo.” — Bubba Nevarez, co-founder of ProHats Inc.
Voted the Best of Western Horseman in 2024, ProHats is the official cowboy hat of the Dallas Cowboys and recently became an official partner of the Professional Rodeo Cowboys Association. Born out of dust, sweat and a need for something better, ProHats was built for long days in the saddle under the sun. The company was founded with a clear vision: to honor and preserve the cowboy way of life by crafting high-quality hats that serve the entire Western community. What began in a barn has grown across North America. From the rodeo arena to the dancehall, ProHats is here to carry on the legacy with a hat made to ride with you every step of the way.
Best of Cowboy Hats Runner-Up: American Hat Company
Since 1915, American Hat Company has been dedicated to crafting the finest handmade cowboy hats, embodying the traditions and values of the American cowboy. The cowboy hat, a recognizable symbol of the American West, represents a lifestyle rooted in hard work, perseverance and heritage. While continuing to uphold the wishes and values of the late Keith Maddox, affectionately known as “The Hat King,” American Hat Company has remained focused on superior craftsmanship and meticulous attention to detail.
Although creating a quality hat is at the core, American Hat Company is about preserving a legacy and promoting a way of life. Keith Maddox was a visionary whose life exemplified positivity and a resilience. His enthusiasm and commitment to quality left an indelible mark. Today, the motto “Positive Times” serves as a guiding principle.
As American Hat Company looks ahead, the mission remains to produce top-quality, American-made hats that honor the cowboy spirit. “We are honored to again be recognized in the Best of Western Horseman Awards,” Public Relations Manager Skylar Smith says.
Best of Cowboy Hats Honorable Mention: JW Brooks Custom Hat Company
With more than 30 years in custom hat making, JW Brooks Custom Hat Co. crafts luxurious, innovative hats for cowboys, cowgirls and celebrities.
“It’s not just about the hats we make, it’s about what they mean to the people who wear them.” — JW Brooks, owner
Best of Accessories Winner: Red Dirt Hat Company
Founded in 2016 in Arp, Texas, Red Dirt Hat Company was built for those leading the herd in the Western industry. Their roots run deep in family, tradition and hard work, creating products that fit life no matter where it takes you. From sunrise on the job site to Sunday morning in the pew, Red Dirt Hat Company has you covered. What began exclusively as a hat company quickly grew to offer accessories that work just as hard as you do. From shirts and polos to kids’ backpacks and leather purses, Red Dirt Hat Company is a brand that’s built to be worn anywhere and for everything.
“Red Dirt isn’t just where we’re from — it’s how we live; it’s who we are and what we do. We’re a brand for the people because the people have helped make us what we are.” — Justin Brown, Red Dirt Hat Company co-founder alongside Ryan Johnson.
Best of Accessories Runner-Up: STS Ranchwear
At STS Ranchwear, authenticity is the foundation of every product. Rooted in a legacy of ranching and rodeo, the brand creates apparel and accessories that endure as long as the Western lifestyle itself. For the second consecutive year, STS has been named a finalist in the Best of Western Horseman Awards — a recognition of both its craftsmanship and its dedication to preserving tradition.
Founded in partnership with world champion tie-down roper and 2025 ProRodeo Hall of Fame inductee Stran Smith and his wife, Jennifer, STS remains true to its roots. Stan’s background as a fourth-generation rancher informs the brand’s authenticity, while Jennifer lends her creative vision to its acclaimed handbag line, crafting designs that balance practicality with timeless Western style.
Every STS product reflects a story of family, heritage and legacy, from rugged outwear to finely made bags and accessories. Guided by the belief to “Go where you’re celebrated, not where you’re tolerated,” STS Ranchwear continues to create products that embody the values of the West.
Best of Accessories Honorable Mention: Lucky Chuck
Lucky Chuck is more than socks — it’s a brand built for the cowboys and cowgirls who live with grit, ride with heart and never back down from the pressure. Simply put, “Luck shows up when you do.”
Best of Clothing Winner: Ely Cattleman
More than just fabric and thread. Ely Cattleman helped outfit a growing nation from their roots in St. Louis, Missouri. Founded by Frank Ely and David Walker in 1878, the brand has stood for craftsmanship, authenticity and Western spirit for nearly 150 years. With a vision to bring honest, lasting products to every town on the horizon, Ely and Walker more than succeeded in their bold but clear mission. Generations have grown up in Ely Cattleman. Grandfathers broke them in, fathers wore them thin, and now sons and daughters are discovering that those very same shirts are still cool, still relevant and still built to endure.
Making clothes that last was the initial mission, but along the way, Ely Cattleman created pieces that not only matter but also tell a story. Remaining rooted in the past doesn’t hold Ely Cattleman back. In fact, it’s used as a springboard for the future.
“Authentic. Western. Those aren’t just words in our logo, they’re the promise we make yesterday, today and tomorrow.” — Chris Stein, Ely & Walker President
Best of Clothing Runner-Up: Double D Ranch
While often touted as the premier lifestyle brand of the West, Double D Ranch hails from humble beginnings in Yoakum, Texas, where its headquarters remain today. Founded in 1989 by sisters Cheryl, Hedy and Audrey McMullen and their mother, Margie “Nana” McMullen, the company started with a single blanket coat intended to fund a family ski trip. That one design sparked a business now celebrating 35 years.
At its core, Double D Ranch is still a family endeavor, guided by the McMullen women and supported by a staff that is more than 90% female. Many team members are literal kin or have been with the brand so long they feel like family. Together, they’ve built a culture of loyalty, creativity and shared vision.
Today, Double D Ranch designs clothing that makes women female empowered, emboldened and impossible to ignore.
“We never imagined that Double D Ranch would evolve into what it’s become, but we sure didn’t spend a lot of time doubting ourselves either.” — Audrey McMullen Franz, CEO
Best of Clothing Honorable Mention: Wrangler
For 75 years, Wrangler has delivered authentic, timeless apparel for cowboys and cowgirls worldwide. “We are honored to be a top finalist in the Best of Western Horseman awards,” says Allen Montgomery, vice president and general manager of Wrangler Western.
Best of Jewelry Winner: Montana Silversmiths
An unmistakable name in the Western industry, Montana Silversmiths has been telling the story of the American West in the silver and gold since 1973. What began as a modest workshop producing custom trophy buckles for local rodeos has grown into one of the most respected names in Western-inspired jewelry and accessories — without ever losing sight of its roots. No matter if it’s a hand-engraved buckle, gleaming cuff bracelet, or a finely detailed pendant, each Montana Silversmiths piece carries the distinctive mark of craftsmanship.
“Hard work is in our DNA. Every Montana Silversmiths piece is forged with skill, shaped by tradition and finished with the pride of the West.” — Marshall Smith, Montana Silversmiths Vice President of Marketing
Taking inspiration from the spirit, drama and romance of the West surrounding the company in Columbus, Montana, along the Yellowstone River, has propelled the company to be an industry leader.
Best of Jewelry Runner-Up: Seven X Custom Jewelry
Seven X Custom Jewelry was born out of friendship, family and a shared passion for design. Best friends Courtney Motes and Megan McGill began their journey creating engagement rings for professional team ropers. What started as a way to celebrate love and tradition soon evolved into a fine jewelry company known for custom design, craftsmanship and style.
Based in Weatherford, Texas, Seven X Custom Jewelry blends Western inspiration with mainstream fashion, creating high-end pieces that fit every lifestyle. Courtney, married to professional team roper Ryan Motes, and Megan, married to Bert McGill, with two children, Wayce and Jaylee, are both deeply rooted in the Western, equine, ranching and rodeo communities. Their personal connection to the lifestyle gives clients meticulous attention to detail and a true understanding of their needs.
What sets Seven X Custom Jewelry apart is the way each piece reflects heritage, lifestyle and individuality.
“We are beyond grateful to be named in Best of Western Horseman 2025. It is an absolute honor,” Seven X Custom Jewelry says.
Best of Jewelry Honorable Mention: Turquoise & Co.
Founded in 2016 by Mallory Blair, Turquoise & Co. showcases authentic Native American jewelry and contemporary designs. With flagship stores in Stephenville, Texas, and Fort Worth, Texas, the brand blends heritage and style, preserving artistry and stories through heirloom-quality collections and education.
