Americans go westerncore as Yellowstone fans adopt cowboy look

The TV-inspired aesthetic has taken hold even far from the ranches of the west, as New Yorkers don cowboy boots

A wave of western-inspired clothing is making its way across the US as more people adopt cowboy hats, snap-button shirts and boots more associated with wrangling horses than the urban commute, linked to the rising popularity of the television series Yellowstone.

The show, which premiered on Paramount in 2018, revolves around the fictional Dutton family, owners of Montana’s largest ranch. the plaid shirts, cowboy hats, vests and wide-legged jeans, the show focuses on the tensions between the Duttons, politicians, developers, and a Native American reservation.

Since its premiere, fans nationwide have been donning the western cowboy style.

“People want to look and live like a Dutton,” Jill Martin, co-founder of Shop the Scenes, told the Wall Street Journal. Her website allows fans to purchase authentic products from popular TV shows like Yellowstone. In addition to waxed canvas jackets and puffer vests, fans can also buy cowboy boots, cowboy hats with sterling silver buckles and bolo ties.

“Cowboy couture is cool,” Martin told the Journal.

Western-attire fans have shown off their Yellowstone-inspired clothing on social media.

One user tweeted a photo of himself wearing a white cowboy hat and a leather fleece coat. “Watches one episode of Yellowstone,” the caption read.

Another posted a picture of himself wearing a dark cowboy hat and a jacket with a Yellowstone logo from the show, writing in the caption: “Got my new Yellowstone jacket.”

“I think Yellowstone is now influencing my fashion choices,” another user tweeted, featuring a picture of herself in a flannel, ripped jeans and boots.

Despite the scarcity of ranches in New York City, cowboy boots are clopping their way across the city’s subway system.

Hunter Shires, a Brooklyn-based fashion blogger who runs the Instagram page @highendhomo, is one of the many New Yorkers drawn to “westerncore”.

“The reason westerncore is happening in New York City is because of the campiness of it all,” Shires told the Guardian, referring to an aesthetic that is exaggerated or, as the American writer Susan Sontag wrote, “the love of … the ‘off’, of things-being-what-they-are-not”.

Shires added: “In New York, it is not a place where cowboy boots are essential to get by, even though winter rain storms, puddles, the subway rats, and mud challenge that thought.”

“I love pairing my cowboy boots with outfits that make no sense, even sweatshorts at times. It just adds an extra element of confusion, which is appealing to people who want to challenge the norm,” he added.

The rise in western attire has been felt by relevant hat makers.Stetson, the hatmaker founded in 1865, is enjoying high demand driven by Yellowstone’s popularity.

“We’re thrilled that so many people have discovered and embraced western style and culture over the past couple years. It’s been a challenge to keep up with demand,” Stetson’s marketing vice-president, Tyler Thoreson, said.

“People assume that most of our US business is in the south or the mountain west, but you’d be surprised at how many hats we sell to people on the coasts, especially these days. It’s truly a nationwide phenomenon,” he added.

Trent Johnson, owner of the 114-year old hat-maker Greeley Hat Works, is also feeling the surge in demand and told the Journal that the company sells Yellowstone-style hats all over the world.

Johnson worked with Yellowstone’s first season costume team on designing the looks for each character, including using buckskin, fur and sometimes feathers, for hats.

As Yellowstone’s popularity continues to rise, especially with its lead actor Kevin Costner winning the Golden Globe for best actor in a drama series at last Tuesday’s awards ceremony, many are left feeling inspired by ranch attire and its lifestyle.

After watching an episode of Yellowstone, one user tweeted a screenshot of a Google search entry.

“How much is a horse?” it read.

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