and style, where 808s and baseball caps outnumbered steel guitars and Stetsons, country is looking west for a refresh. Record labels are signing artists like Ian Munsick, Catie Offerman, and Tyler Halverson, who grew up around horses and cattle.are being held on actual ranches. And stars are stepping out, hats to boots, in fresh-off-the-runway Western wear. Even songwriters who play cowboys on TV, like“I did a deeper dive into the history of country music,” she said.
“We noticed it,” Stetson’s marketing boss Tyler Thoreson says. Immediately, the brand reached out to Beyoncé’s stylist and began making custom headwear for the singer. When she asked for a crimson hat, artisans broke the brand’s neutral-color rule.“We don’t normally sell a red hat, but for Beyoncé, we made it happen,” Thoreson says. Jay L. Clendenin/”Los Angeles Times”/Getty Images)
Randy Savvy, the leader of the Compton Cowboys, a California community group that introduces inner-city youth to horse culture, says the Western aesthetic is not foreign to Black history, despite how it’s been depicted in entertainment.
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