The Alvies Boot Wagon just rolled a little farther east — all the way to Florida.
We’re thrilled to announce a new partnership with Russell’s Western Wear, one of the most trusted names in cowboy boots since the 1960s. Together, we’re bringing authentic Texas craftsmanship and a whole lot of good-time spirit to Western wear lovers across the Sunshine State and beyond.
Thanks to the power of Shopify Collective, Alvies boots, accessories, and apparel are now officially part of the Russell’s lineup — meaning it’s easier than ever to grab a pair of boots built for living in, not sittin’ in.
🌎 Texas Meets Florida (and Everywhere in Between)
From Austin honky-tonks to Tampa dance halls, this partnership brings two like-minded brands together — both built on craftsmanship, comfort, and community.
Each pair of Alvies boots is handmade in León, Mexico, where artisans use time-honored techniques to create boots that feel as good as they look. Pair that with Russell’s six decades of retail experience and you’ve got a match made in Western heaven.
As our Managing Partner George Baker put it:
“The Western fashion market is ripe with opportunity, and we’re excited to expand the Alvies reach in innovative, data-driven ways. This partnership with Russell’s strengthens both companies’ shared commitment to delivering craftsmanship and value to Western wear enthusiasts.”
Or, as Alvie Faulkenbery IV, our Founder, summed it up:
“I’ve always believed boots should be made to live in, not sit in the closet. Working with Russell’s means more people get to two-step, road-trip, and make new stories in a pair of Alvies. That’s what boots are for — living in.”
🤠 Why This Partnership Matters
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Nationwide Access – Florida’s nine Russell’s stores (and their online shop) now carry Alvies, opening the door for thousands more to discover what Fast Break-In Fit really feels like.
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Shopify Collective Integration – A behind-the-scenes tech upgrade that keeps Russell’s stocked with our latest releases in real time.
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Shared Values – Both brands believe in quality over quantity, comfort over flash, and storytelling over sales talk.
As Israel Gonzalez, eCommerce Manager at Russell’s, said:
“Partnering with Alvies allows us to bring fresh, authentic Texas styles into our assortment, further enriching the choices we offer to our loyal customers.”
🥂 The Road Ahead
This partnership is a big step in our journey to make Alvies a household name from Texas to Tampa and everywhere good times are had in between.
So if you’re in Florida — or just feeling like the Gulf Coast could use a little more Austin in its step — head over to Russell’s Western Wear and check out our lineup of handcrafted boots.
Find your pair, make some memories, and keep the good times rollin’.
FOR IMMEDIATE RELEASE
Alvies Boot Company Partners with Russell’s Western Wear to Expand Presence in Booming Western Wear Market
Austin’s modern bootmaker joins forces with Florida’s trusted Western retailer to deliver authentic style nationwide
TEXAS and FLORIDA – October 22, 2025 – Alvies, the Austin-based brand known for blending authentic craftsmanship with modern comfort, today announced a new partnership with Tampa-based retailer Russell’s Western Wear. The collaboration, made possible through the Shopify Collective platform, brings Alvies’ line of handcrafted boots, accessories, and apparel to Russell’s established customer base of Western wear enthusiasts across Florida and beyond.
With Western fashion surging in popularity, demand for high-quality, high-value boots continues to grow. Each pair of Alvies boots is handmade in León, Mexico, combining time-honored bootmaking traditions with modern comfort features that make them wearable anywhere, from the dance hall to the ranch.
“The Western fashion market is ripe with opportunity, and we’re excited to expand the Alvies reach in innovative, data-driven ways,” said George Baker, Managing Partner of 2 the Moon Ventures “This partnership with Russell’s strengthens both companies shared commitment to delivering craftsmanship and value to Western wear enthusiasts, while driving growth for both brands.”
“I’ve always believed boots should be made to live in, not sit in the closet,” said Alvie Faulkenbery IV, Founder of Alvies. “Working with Russell’s means more people get to two-step, road-trip, and make new stories in a pair of Alvies. That’s what boots are for — living in.”
Russell’s Western Wear has built a trusted reputation since the 1960s for curating cowboy boots, work boots, apparel, and accessories. Through the Shopify Collective integration, Russell’s will now have real-time access to Alvies’ product lineup, including new releases, while streamlining sales and fulfillment to better serve customers.
“We are dedicated to creating an exceptional eCommerce experience for our customers,” said Israel Gonzalez, eCommerce Manager at Russell’s Western Wear. “Partnering with Alvies allows us to bring fresh, authentic Texas styles into our assortment, further enriching the choices we offer to our loyal customers.”
About Alvies
Founded in Austin, Texas, Alvies is a modern Western brand on a mission to bring soul back into boots. Every pair is handcrafted in León, Mexico, using time-honored techniques and premium materials. Known for blending authenticity, comfort, and a bit of Austin’s playful spirit, Alvies boots are built for wherever life takes you. Learn more at alvies.com and follow along on Instagram and Facebook.
About Russell’s Western Wear
Russell’s Western Wear is a family-owned Western lifestyle retailer headquartered in Tampa, Florida. Since the 1960s, Russell’s has offered an extensive selection of boots, apparel, and accessories for men, women, and children. With nine store locations across Florida and a robust eCommerce platform at russells.com, Russell’s proudly serves Western wear customers nationwide. Follow Russell’s on Facebook and Instagram.
About 2 the Moon Ventures
2 The Moon Ventures is a Dallas-based investment firm founded by entrepreneur George Baker. Focused on scaling high-potential consumer and technology brands, the firm combines capital with strategic operational support through its Strategic Resources Group. Its portfolio includes innovative companies such as Tiff’s Treats, Hari Mari, Goat Fuel, Rujo Boots, WashMetrix, and Alvies. Learn more at www.2theMoon.Ventures
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