Fashion houses discover western style while agricultural communities continue doing the real work
By Roper Penberthy
There is a new fascination with western clothing in fashionable London. Hats are getting wider, belts are becoming more ambitious and people who have never encountered a horse outside a television programme are suddenly discussing ranch style with considerable authority.
The western aesthetic has obvious commercial appeal. It combines strong silhouettes, distinctive accessories and a sense of individual character. It also has an authentic cultural background that cannot simply be manufactured in a marketing department.
For a more grounded introduction to agricultural celebrations and rural traditions, Fair and Rodeo offers a useful connection to the events and communities behind this culture.
There is also a substantial cattle industry behind the imagery. Angus Beef connects with one of the most recognisable names in cattle production. The agricultural story is rather more substantial than the fashion industry’s occasional decision to put a cowboy hat on an expensive model.
London retailers should approach western-inspired fashion with a little humility. There is nothing wrong with borrowing ideas from ranch clothing, but it helps to understand why those clothes were developed in the first place.
Practicality, comfort and durability are attractive qualities. So is knowing which end of a horse is likely to become impatient.
I predict that western fashion will continue to influence London. I also predict that at least one Shoreditch boutique will soon advertise an authentic ranch experience involving a rented hat, a decorative bale of hay and a very confused pony.