via Tecovas
For a brand that started as a digital upstart selling direct-to-consumer cowboy boots, Tecovas has had a shockingly ambitious trajectory. For example, the Austin-based brand makes denim now, work boots, and handsome pearl-snap denim shirts for that sophisticated cowboy look. They have 56 locations, blowing past its online-only roots to plant polished, successful retail stores in taste-making hubs from SoHo to Nashville.
They’re the brand with enough marketing swagger to drop a viral, sold-out boot collaboration with… Chili’s, of Southwest egg rolls and chicken crispers game. In a move of pure, unhinged genius, they took the literal material from Chili’s iconic red booths—the very vinyl that has cushioned countless first dates and family dinners—and handcrafted it into limited-edition cowboy boots. It’s a perfect nod for “fans of both types of ranch.” The collection sold out almost instantly.
You get the gist. Tecovas is selling a witty, modern idea of Americana. Which brings us to their latest, and perhaps most audacious, play yet: The Bennet, a $745 saddle alligator slip-on.
So, who exactly is dropping $745 on alligator loafers from a bootmaker? Let’s paint the picture. This isn’t just for the Midland oil baron (though he’ll certainly have a pair). This is for the guy who considers the term ‘finance bro’ a bit reductive but does work in private equity. He’s the tech founder who just closed a Series B, the Nashville music exec, or the L.A. creative director who respects craftsmanship but is bored to death by the standard-issue Gucci bit.
He’s looking for formal wear that gets noticed. The Bennet is a power move. It’s the ‘IYKYK’ (if you know, you know) shoe for the man who finds traditional dress shoes a uniform and wants something with a predator’s edge. For a brand built on the rugged charm of the West, The Bennet is a confident stride into unadulterated luxury.
See, the Tecovas customer isn’t just on a ranch anymore. They’re hailing a cab on Greene Street, asking for the corner table at the Waverly Inn, and (thanks to these shoes) they’re definitely getting it.
And the shoe itself backs up the bold claim. The alligator hide is garment-washed until it’s impossibly soft, ditching the painful break-in period for a perfectly worn-in feel from day one. It masterfully combines a killer instinct with a shockingly gentle soul. With a sleek Blake Stitch profile, it’s sharp enough for tailored slacks yet audacious enough for simple denim, challenging the rest of your wardrobe to keep up.
Yes, it’s $745 via Tecovas.com. But remember, we’re talking about an alligator loafer here.
So, is it their most ambitious shoe yet? Considering their journey from the digital frontier to the world of high-fashion exotics, it’s not even a question.
BUY NOW @ TECOVAS – $745
Brandon Wenerd is the publisher of BroBible.com. Read and subscribe to his weekly Substack newsletter, The Wenerd Weekly, where he shares thoughts on the Grateful Dead and the intersection of music, media, and culture.