We recently connected with Sarah Mcentire and have shared our conversation below.

Alright, Sarah thanks for taking the time to share your stories and insights with us today. One of the things we most admire about small businesses is their ability to diverge from the corporate/industry standard. Is there something that you or your brand do that differs from the industry standard? We’d love to hear about it as well as any stories you might have that illustrate how or why this difference matters.

The rich history of American ranching was a significant inspiration behind creating this brand. I felt a deep calling to establish something that not only celebrates this heritage but also upholds a commitment to being 100% American-made. While attending equestrian events, I noticed a troubling trend: many U.S.-based brands were outsourcing their production overseas. This seemed at odds with the values of the hardworking farmers and ranchers who dedicate their lives to feeding America.

Farmers and ranchers embody the essence of American resilience, enduring long hours and harsh conditions to sustain our nation. To me, it was essential to honor their sacrifices by creating apparel that reflects their dedication and brings production back to American soil.

What truly sets Cowboy Ware apart is its commitment to storytelling. Each collection, or ‘gathering,’ is inspired by landscapes that hold deep historical significance in shaping Western culture. From the iconic Fort Worth Stockyards to the vibrant Southeast Gulf Coast, every piece connects wearers to the enduring legacy of ranching, with many more stories yet to be told.

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.

Cowboy Ware is a Texas based, company that was inspired by the need for a clothing line supporting the working American cowboy. A clothing line for the Americans keeping Western traditions and way of life alive in a time when it isn’t mainstream. Cowboy Ware’s mission is to create clothing that is as durable and tough as the people wearing it.

The term “Ware” stems from a Biblical term meaning “tool.” Cowboy Ware clothing is a tool that serves hardworking men and women as they put in the hours to get a job done right.

Each article of clothing has a story, and iconic Western towns inspire each collection. Through these stories, Cowboy Ware is passing down the culture, wild tales and history of the American cowboy. People who wear Cowboy Ware are contributing to the Western way of life, too, by supporting an American establishment with a vested interest in the success of the American rancher.

The clothing is cowboy tested and approved. Cowboy Ware clothing is known for its durability to last in the toughest elements while ranching. We focus on keeping the clothing affordable without cutting corners in quality. If we are helping cowboys better care for their livestock by making their job easier simply because of what they are wearing, then we are doing our part in keeping ranching alive.

Cowboy Ware™ clothing is made in the U.S.A. and designed and created in Texas.

Can you share a story from your journey that illustrates your resilience?

When I started this brand, one of my first challenges was finding the right manufacturer. I initially partnered with a manufacturer based on a recommendation and placed a purchase order for 500 shirts, along with a deposit. However, the night before production was scheduled to begin, I was informed that the shirts would not be made in the United States as I had expected. To make matters worse, I was told my deposit would not be refunded.

At that moment, I faced a pivotal decision: compromise on the core values of the brand by proceeding with non-American-made products or stand firm in my commitment to producing 100% American-made apparel, even if it meant losing the deposit and six months of work in the sampling and development process. Ultimately, I chose to stay true to the company’s mission.

With the guidance of a mentor, I found a new manufacturer in Dallas and restarted the process. Looking back, it was the best decision I could have made for the brand. Many of our customers take pride in purchasing American-made products and share the same commitment to the values that are at the heart of our company.

Can you open up about how you funded your business?

The goal was always to start a business, but in the beginning, I didn’t have a concrete plan for funding the launch of a clothing brand. In June of 2020, all I had was a business plan, some sketches, and a dream. By 2023, after narrowing down a final product, I developed a funding plan.

At the time, I owned a horse I had been competing with, and the decision to sell that horse became the key to funding the business. It was an incredibly difficult choice because I am deeply passionate about showing and competing. However, I was equally passionate about starting this business and knew that if I wanted it to succeed, I needed to make space in my life for this new venture.

Selling my show horse was a significant sacrifice, but I trusted that building the business would open the door to even greater opportunities—and it absolutely has. Looking back, I have no regrets, and I’m proud of the decision I made. I still look forward to returning to showing when the time is right.

Contact Info:

• Website: https://cowboyware.com
• Instagram: @cowboywareclothing
• Facebook: Cowboy Ware
• Other: email: [email protected]

Image Credits

Morgan Leah