The line was created based on recent feedback from customers asking for more domestically made product, said Megan Force, media specialist with Justin Brands, which owns the Ft. Worth, Texas-based brand. However, she noted, Tony Lama currently produces a segment of its Tony Lama line in one of its three U.S. factories that will also be used for Americana.
To further connect to customers, the new collection will focus on the more moderate price range of $160 to $170 retail. The series of men’s and women’s styles will include traditional Western silhouettes on leather soles, said Force, detailed with shafts in a bold color palette.
Tony Lama will promote the line through a print ad campaign in Western trade publications, as well as social media promotions and in-store displays. The line will be targeted at Western specialty stores, with boots set to hit in June.