On the latest episode of Executive Exchange, Leadership Editor Ruth Umoh sits down with Tecovas founder Paul Hedrick and CEO David Lafitte to discuss a recent fashion trend has swept the U.S.: Wearing cowboy boots to the altar. Ahead of that trend is the western style apparel company based out of Austin, Texas. Paul and David discuss how Tecovas launched in 2015 as the first and only digital-first cowboy boot brand in the market. In the early days, Paul would drive up with his mom to his former elementary school and sell boots out of their car. He was looking to create a brand that could fit into his everyday lifestyle. David breaks down their consumer, which are known as the "Millennial Trailblazer," which appeals to the 25-35 age gap. In 2023, Tecovas crossed over $200 million in sales and is expanding their reach into the Northeast by opening shops in Philadelphia and Boston. They currently have 32 stores in operation, where they created an environment that they call "Radical Hospitality" by offering customers free drinks and custom designs on their boots. They also talk about how recent trends, such as Beyoncé's new album Cowboy Carter, and Country music's popularity, have given the brand a boost in recognition, especially customers going down to the Sun Belt and southern states in the U.S. David feels that the trend will continue and Tecovas is gearing up to ship their products internationally in the near future.