via Tecovas
Valtteri Bottas in Tecovas
Valtteri Bottas, who once rode his bike to an F1 race, was a Tecovas guy before anybody paid him to be one. The Cadillac F1 driver started wearing the Austin-based brand when he was in town for the race last year. In March, Tecovas made it official and named him a global brand ambassador for the 2026 season. He even hosted a meet-and-greet at the Austin-born-and-raised bootmaker’s flagship store on South Congress on the Wednesday night before Austin’s big race weekend back in October.
Austin is where Bottas scored his first Formula 1 points back in 2013. He’s called the US Grand Prix one of the weekends he looks forward to most. So when he rolled into town this fall, he sat down for a quick Q&A.
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Bottas kept his answers short, and most of them were the same word.
When you’re in Austin, what’s your fit for the week from your hat to your boots?
“Tecovas boots, Tecovas jeans, Tecovas t-shirt, Tecovas jacket, Tecovas hat.”
Somewhere in Austin, a brand manager is getting that sentence framed.
For someone who’s never worn cowboy boots, what made you fall in love with them?
“I was surprised how comfortable they are, and they last forever in any condition. Those were the first two things. And they also look awesome.”
“Any condition” carries some weight coming from a Finn. If you’re new to boots, the Cartwright is the move. It’s the brand’s original cowboy boot and the pair most people start with.
You’ve got your own custom Tecovas branding iron. What’s the best thing you’ve branded so far?
“I’ve only been branding hats and boots. I don’t know, I could probably do something else. Maybe belts.”
You don’t need your own iron to get in on this. Tecovas stores do hat branding, hot iron stamping, and brim shaping in person. Bottas has been kind enough to suggest the belt as your next project.
If you could pick any pair off the wall right now, which ones are you taking home?
“I’m taking this one. These are new.”
The pair in question was a custom one-of-one. Tecovas rolled out its custom boot program this past May, so the rest of us can build our own too.
The Tecovas racing stable had a pretty good Sunday
Bottas has company on the Tecovas roster. NASCAR’s Ryan Blaney signed a multi-year ambassador deal with the brand in April, eight years after buying his first pair. (We covered that one here.)
Blaney had a big weekend in Homestead. He passed Tyler Reddick coming to the white flag in the season finale and rode the wall home for the win, his fourth of 2026. Kyle Larson had already clinched his third Cup championship back in Stage 1. That left Blaney free to steal the last trophy of the year. Tecovas also sponsors Spire Motorsports and Michael McDowell, so the brand will have boots on the ground all over the 2027 calendar.
Tecovas The Knox Lace-Up Boot For Men
The Tecovas Knox Lace Up pairs Western-bred craftsmanship with a city-ready silhouette: 360° Goodyear welt construction, a storm welt, water-resistant leather and a slip-resistant cream wedge sole. It goes with everything from raw denim to slacks, and you can get it in Tobacco cowhide or Sandstone roughout for $235 via Tecovas.com, or with a shearling lining for $265.
- The Cartwright, the starter boot
- Cattleman Fur Cowboy Hat, a classic rabbit fur felt
- Men’s cowhide boots, including The Doc
- Men’s Ostrich Belt, for when the branding iron’s warmed up
- The full men’s shop for the jeans, tees and jackets in Valtteri’s head-to-toe order
The Doc Boot in Scotch Goat
A down-home dress boot with a classic Western profile, with just the right amount of ledge for jean stacking.
The Buck Boot in Light Tobacco Cowhide
Crafted for all-day wear. Built tough while breaking in beautifully over time.
The Dean Boot in Cafe Goat
Tailored for a sleek fit under fitted jeans and pants.
The Cattleman Fur Cowboy Hat in Silverbelly Rabbit Fur
Made with 100% rabbit fur felt, with a satin-stitch lining featuring original Tecovas artwork, a leather headband for comfort, and a grosgrain hatband adorned with a removable arrowhead pin.
Bison Zip Sweater
Warm, comfortable, and durable. An ideal layer for cooler days.
Bartlett Large Weekender Travel Bag
Built to withstand a lifetime of travel. Crafted from 100% natural grain cowhide.