Previously on Part 4: Women have been shaping boot history for centuries—from Joan of Arc and Queen Victoria to Enid Justin and Dolly Parton. The cowboy boot’s legacy isn’t just rugged—it’s also resilient, fashionable, and inclusive.
Part 5: The Boot Goes Direct
For decades, buying boots meant visiting a shop, breaking them in, and often breaking the bank. Then came a shift: direct-to-consumer (D2C) brands changed the game.
Rickshaw Boots → Alvies: The First D2C Cowboy Boot Brand
Rickshaw Boots was founded in 2014. When we launched, we didn’t invent the cowboy boot; we just made it easier to buy, better to wear, and at a fraction of the price. Rickshaw was the first-ever direct-to-consumer cowboy boot brand, and our goal wasn’t just to cut out middlemen—it was to make cowboy boots more accessible to people who never thought they’d wear them.
So we took the Warby Parker playbook and applied it to handcrafted boots: sold online, shipped straight to your doorstep. No middlemen. No markup. No intimidation.
The Rise of Modern Western Style
Today, the boot world includes brands like Tecovas, Miron Crosby, Rujo Boots, and Rhone—but Alvies helped set the D2C standard. Sure, Tecovas may have thrown a ton of investor money at scaling quickly, but we were already out here doing the real work: bringing boots to the people, one doorstep at a time. While others were perfecting the influencer aesthetic, we were perfecting the fit, learning from customers, and bringing quality to every experience/touch point.
Meanwhile, legacy players like Lucchese, Justin, and Tony Lama keep innovating, and Cavender’s is still opening stores across the state. But Alvies helped set the D2C standard, and we are proud of that.
Why D2C Works for Boots
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Personalization (hello, Boot Parties)
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Faster delivery
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Lower costs
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Deeper brand connection
Boots are no longer just functional. They’re cultural statements, everyday staples, and wearable stories.
Final Word
The cowboy boot has never stopped evolving. From Mongol horses to digital carts, it has survived, adapted, and thrived. At Alvies, we’re proud to be part of that story—and we’re just getting started.
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