SAN ANTONIO — Nearly 2 million people are expected to visit the San Antonio Stock Show & Rodeo this year, and they’ll be looking good while they do it.
Some say the San Antonio Stock Show & Rodeo sets the tone for rodeo fashion across the country, from hats to boots to even jewelry. Shows like “Yellowstone” have fueled interest in Western wear in recent years, making rodeo fashion more popular than ever.
“The cowboy looks as good as he feels,” said Sergio Sanchez, co-owner of Rusty Halo Hat Designs.
Under the massive roof are rows and rows of all kinds of rodeo wear, as well as lots of others outside.
“The sale here is ginormous,” Sanchez said. “There’s shops up and down the great shop building and vendors from all over the U.S.”
Sanchez said a traditonal cowboy hat is the most popular item.
Shelli Carpenter has been selling jewelry for 25 years. This is her 20th year selling at the San Antonio Rodeo. She said San Antonio is about a year ahead of fashion trends.
“They’ll start up here with a choker and waterfall it down,” Carpenter said. “Hats, boots, jewelry. They’ll come ask for certain things, and we start getting it, and by the end of the year, other states and other rodeos have caught on.”
Carpenter also said silver is the top seller, despite it being a little more expensive these days. Turquoise, on the other hand, has some competition, as white buffalo jewelry is also on trend.
Edith Campos, co-owner of boot company Montestellar, said her boots come with a pop of personality to match whatever the client might want.
“We do tassels,” Campos said. “We do branding.”
The San Antonio Stock Show & Rodeo runs until March 1.
“Get the right hat on your head, you’re going to look good, walk good and feel good,” said Sanchez.
