But the bulk of its sales are wholesale — an approach that the store has emphasized since the pandemic disrupted its business.
Owner Steve Weil sits with his dog Humboldt at the top of the stairs at Rockmount Ranchwear in Denver on May 30, 2024. Denver’s legendary Western-apparel brand Rockmount Ranchwear continues to be the shopping destination of choice in Denver for artists playing Red Rocks Amphitheatre and other huge venues. The company was started by Jack A. Weil “Papa Jack” in 1946 and is now a third generation Western wear store occupying it’s original location at 1626 Wazee Street.
“When Bruce Springsteen came in last spring, he spent over an hour and a half here, then invited us all to his concert at ,” said Steve Weil, the third-generation owner of the Western wear manufacturer. “He couldn’t have been nicer. There was no celebrity mentality at all, just a guy shopping for shirts.Famous or no, the people who visit Rockmount’s retail flagship, at 1626 Wazee St. in Lower Downtown, are just the tip of the spur in a decades-spanning ride atop the Western-wear world.
They help constantly refresh the brand’s high-end appeal, Weil said, even though Rockmount has always been focused on clothes for regular folks, including hats, jackets, bolo ties, purses, buckles and even flasks. Its long- and short-sleeve shirts cost, which may seem steep until you consider the craftsmanship and longevity, Weil said. You can also pick up a quality cowboy hat for $30.
Rockmount’s rustic, kaleidoscopic designs popped up in last year’s blockbuster “Barbie” movie, in a “Saturday Night Live” sketch, and in dozens of other big- and small-screen titles. John Travolta gave Rockmount and Western wear a lift in 1980’s “Urban Cowboy.” A shirt in the mini-museum is the same style as the one worn by Heath Ledger in the Oscar-winning “Brokeback Mountain.” The original sold for $101,000 at auction, Weil said.
“A lot of companies spend money on product placement and advertising, but we do it very organically,” Weil said. “We do what we do, and people come to us.” There’s competition, of course. The estimated $75 million annual global sales in Western wear in 2020 are projected to hit $137 million by 2031,. Iconic U.S. cowboy fashion is popular everywhere, as Rockmount learned when it sued the luxury brand Coach in 2017 for allegedly stealing the design for its Atomic Cowboy shirt.. “I tried to start out thinking the best of people, but sadly many in the apparel business have no integrity.
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