“Cowboy” Aesthetic in the Mainstream

Across the U.S., the “cowboy” aesthetic has planted itself in our “for you” pages, our closets, and our playlists. It has gradually risen over the past few years and can no longer be ignored. To narrow down the root cause would be nearly impossible, but we can identify a few factors that have surely contributed to the rise in popularity of the modern cowboy.

First, the popularity of Taylor Sheridan's shows, such as Yellowstone, Landman, Tulsa King, and 1923, has significantly impacted how many viewers perceive the American South and Western States. They are enticed by the idea of beautiful landscapes, family, and entrepreneurship as depicted. Characters like Rip Wheeler (Yellowstone) and Tommy Norris (Landman) make us all want to don our Carhartt jackets and cowboy hats just to feel like we’re living a life of risk that paid off. It’s certainly enticing to say the least.

Second, to note, is how much country music people are listening to now. Entertaining the trend, let’s look back at 2016. Billboard’s Year-End Hot 100 Singles of 2016 include only about three country songs ranking in the mid to lower portions. However, one fourth of last year’s list is comprised of country entries by artists, Morgan Wallen, Jelly Roll, Ella Langley, Riley Green, Shaboozey, and others. The constant rebranding and restyling of mainstream country music has created so many new subgenres of itself. More audiences can feel comfortable calling themselves fans enough now to don and entertain the “cowboy” aesthetic.

One last factor to consider is Millennials' and Gen Z’s concern for the environment. With this worry comes a push for value-driven, socially responsible products and businesses. Much of the clothing donned in the cowboy aesthetic, such as denim and thick leather jackets, are long lasting and durable. Also consider that many boots are good for both working and everyday wear, while most trucks are good for all-terrain and everyday tasks. It also helps that brands such as Wrangler and Buckle are taking steps to ensure an uncompromising product quality and focus on limiting energy/resource consumption. So, basically, the “cowboy” aesthetic is good for the environment.

Try the growing “cowboy” aesthetic for yourself while it’s in style.