Iconic Western brand Lucchese will shed its cowboy image this fall with the launch of Spirit, a collection of women’s contemporary fashion looks.
According to Monkia Paez, head of design for the El Paso, Texas-based company, a stagnant Western market prompted the company to make the move.
“There’s not much growth in Western,” Paez said, especially compared with the opportunities in the broader fashion space. However, she stressed, the collection remains true to Lucchese’s Western roots, but the styles are interpreted in a more modern way.
“It’s the young spirit of Lucchese,” said Paez. New packaging and logos will accompany the collection, featuring the silhouette of a gun-wielding girl wearing a cowboy hat and boots.
Set to launch in September, the collection includes engineer boots, riding boots and moccasins, retailing for $150 to $450. For resort ’11 and spring ’12, flip-flops and sandals will be introduced, opening at $80 retail. However, said Paez, “there are no stilettos.”
While Lucchese continues to produce its Western boot line in its domestic factory, Spirit will be sourced globally, Paez said.