Thousands who suit up in their Stetsons and jeans each January for their annual trip to Denver aren’t coming just to show their livestock or see a rodeo at the National Western Stock Show.
Some come from as far away as Sweden or Japan to roam the halls of the Denver Merchandise Mart, looking for the latest trends in Western fashion and accessories to take back to their stores.
Close to 6,000 buyers from 28 countries are in town for the International Western/English Apparel & Equipment January Market, which ends Tuesday.
The trade show is open only to registered retail buyers and store owners, but we got a sneak peek at the trends barreling out of the market by talking with retailers, manufacturers and to Brenda Christy, who coordinates the runway show that kicked off the market on Friday.
The big trend for the season is embellishment, she says.
“In particular, we’re seeing denim with all sorts of details like Swarovski crystals, skulls and roses embroidery, suede appliqués, cut-outs, studs, lace and even embedded turquoise,” Christy says.
Decorative trims, unusual materials and textures also are being used on boots, hats and belts, she says. “There’s dyed lizard, floral printed leathers, calf hair in colors like fuchsia and combinations of things you’d never expect, like hats with straw and crushed velvet. It’s no-holds- barred and quite ostentatious.”
Denver has hosted the trade show, which features tack and gift items as well as clothing, since 1922. “We’re in our 85th year and are the biggest show of this kind and the only one with a runway fashion show,” says Toni High, executive director of the Western & English Sales Association.
This year, the runway show featured hundreds of pieces of clothing, hats, boots and other accessories from about 50 manufacturers.
Western-wear shirt makers, like Rockmount Ranch Wear in Denver continue to use appliqués, hand painting and chenille embroidery in their designs for men, women and children. And even though the company’s vintage-inspired collection goes back 15 years – with many of the looks culled from archives that date to 1946 – it’s still growing and being copied widely in the industry, according to vice president Steve Weil.
“Our designs have been picked up by other brands more in the past year than ever before,” he says.
Of the company’s signature sawtooth pockets and snap-fronts, he adds, wryly, “We kept the fins on the cars and the integrity of the design is such that you can spot Rockmount when other brands have become generic.”
Another Denver-based manufacturer, Rocky Mountain Clothing Co., makes jeans and shirts for rodeo arena and the street and its Cruel Girl women’s collections are following the trend of ornamentation.
“Rhinestones and heavy embroidery continues to be very strong” in shirts as well as jeans, says senior designer Susie Fisher.
“Women want shirts with lots of special details that make them seem unique and personal,” Fisher says, noting that they are suited for Western-themed events as well as for everyday occasions. “We build in function so that the shirt is long enough to stay tucked into jeans and fits well through the shoulders for riding, but details like two-tone snaps and frayed edges add a fashion touch.”
Western jeans still have such important details as slits in the hem so they fit easily over boots, and are extra-long for horseback riding, but they’re following the industry as a whole, trendwise. That means darker finishes, black denim and less sanding, abrading and whiskering. Cigarette-leg jeans in stretch fabrics are also in Cruel Girl’s current collection.
For some stores, it’s all about the accessories and special pieces. Roxanne Thurman, owner of Cry Baby Ranch on Larimer Square in Denver, says she laughs when people come into her store and remark that she must be glad because “Western boots are back.”
“Boots are never out of style,” says Thurman, who stocks such high-end brands as Liberty, Old Gringo and Stallion. “As far as we’re concerned, everything starts with the boots, then you add great jewelry, belts, tops. Our business is very item-driven and isn’t trendy.”
