Stash Co.

When Cheryl Schulke is working, few things can distract her—not even slicing open her finger, which she has done twice. “The first time, I rushed to the ER, but the second time, I just taped it back together and kept going.” The reason for that dedication is Stash Co., Schulke’s line of handcrafted leather bags and other goods, which she produces out of a century-old former mattress factory in Sealy, near the German community of Cat Spring, where she was raised. “When you are in the middle of nowhere, you have plenty of time to daydream,” she says.

Fort Lonesome

Before settling in Texas, in 1997, designer (and California native) Kathie Sever worked on a cattle ranch in Montana, where she was taken with the style of the local cowboys. “These rugged, macho guys cared about the crisp, starched edges on their jeans. I loved that dichotomy,” she says. “They would dandy it up a little.” That attitude influences Sever today as she produces Fort Lonesome, her line of custom-embroidered Western wear.

Lucchese Like a Fox

The thing we have to overcome is that people think of Lucchese in a one-dimensional way,” says William Zeitz, the creative director and executive vice president of marketing for the El Paso–based company. “The challenge is to shift perception beyond ‘We just do Western boots’ to ‘We craft beautiful leather goods.’ ”

Leather

Abundant and sturdy, leather has long been associated with the style vocabulary of cattle country: think of all those hand-tooled saddles, chaps, and gun holsters used by cowboys past. Now a new generation of Texas designers is taking the material off the range and giving it a modern spin, applying a low-tech, hands-on approach to produce sophisticated accessories that still bear a hint of rusticity. Of course, one thing will always remain the same: the more worn-in the leather gets, the better it looks.

Jeans

There’s no article of clothing more American than blue jeans. Initially an inexpensive garment created for factory workers (and soon embraced by cowboys), the “waist overall” is now a universal wardrobe staple that can easily cost two or three hundred bucks.

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