Here’s How Young Style Stars Are Making This Heritage Brand Insta-Cool

As one of the world’s most recognized Western boot brands — with a tradition dating back to 1911 — Tony Lama knows how to produce a quality product.

And now the iPhone generation is getting in on the storied label’s style with help from Beverly Hills, Calif., boutique Madison, which sources fresh designers and utilizes the power of social media to draw in young customers.



What emerged from Madison founder David Assil’s partnership is a seven-piece archive collection of Tony Lama boots exclusive to Madison.

“We’re going to try to continue to take it to the next generation,”  he explained.

The collection combines Tony Lama’s attention to craftsmanship — each boot is handmade and cut in the U.S. — with Madison’s roster of celebrity influencers showcasing how to style the footwear for summer, including “Dance Moms” star Kendall Vertes and supermodel Tina Kunakey.



The boots debuted at Coachella in April and are available to shop on Madison’s website and in-store. The styles range in price from $595 to $995.

Tony Lama Electric Blue Goat Leather 'MA1013L' Western Boot
Tony Lama Electric Blue Goat Leather ‘MA1013L’ Western Boot
CREDIT: Courtesy of Madison

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