“Everything [we do] is core,” she explained. “But the fashion customer likes this. They want to be a part of this lifestyle.”
This season, Ariat is also targeting a classic consumer with the launch of the Coronado collection of women’s and men’s boots detailed with an artisan hand. All boots feature hand-nailed leather soles and heels, as well as vintage-style hardware. Signature crimson leather lines the inside. Taking design inspiration from the American west, the collection includes cowboy to harness looks with an emphasis on comfort. Retailing from $220 to $280, the line is targeted at comfort and better independents, boutiques and department stores. Delivery’s slated for October.
Johnston, who joined the Union City, Calif.-based company in 2006, brings an eclectic mix of skills to her role. A participating rider for the Women’s Professional Rodeo Association, she’s also worked on the business and marketing sides as a stylist for a Los Angeles-based fashion magazine.