Our favorite outfits from the National Western Stock Show

NEWS

DENVER — The Marlboro Man took his last drag on TV more than 50 years ago. While anti-smoking campaigns may have stripped cigarettes of some of their appeal, they never touched the cowboy.

GQ called cowboy fashion 2024’s defining trend. That was the same year Beyoncé released her chart-topping country album, “Cowboy Carter.”

At the time, it was easy to wonder if we’d hit peak cowboy. Vogue answered that question by featuring Gigi Hadid and Kendall Jenner riding horseback in its October 2025 issue.

“It’s never been cooler to be a cowboy, and fashion is a huge part of it,” said Erin Rees of Laramie, who credits the current popularity of Western wear to pop culture sensations, like the TV show “Yellowstone.”

In search of fringe, fur, and fashion tips, Rocky Mountain PBS hit the stockyards to hear what the ranchers and rodeo fanatics alike are wearing.

Scrub-a-Dub-Dub

Addie Winbourn of Bozeman, Montana washes a cow before the show. Winbourn wears waterproof shoes and ski pants to stay dry. Zach Bryan plays through a lone AirPod as she works. Photo: Cormac McCrimmon, Rocky Mountain PBS

Spiny oyster bling

Left: Erin Rees of Laramie, Wyoming shows off a new hat and gloves that she bought at the Stock Show. The Hat is made from swift fox. “Fur was under attack for a long time. I think the pendulum is shifting back though. I think it’s kind of having a resurgence because people are starting to realize that this is so much more renewable than faux fur, with micro-plastics. Right: Rees wears a vintage Double D top, Kimes Ranch jeans, denim Nike Dunk sneakers, and a squash blossom necklace made by Navajo silversmith Ernest Begay at the Stock Show. Her necklace is set with purple spiny oyster shells instead of gemstones. “I love Western fashion, but I hate wearing boots. They’re uncomfortable,” Rees said. Photo: Cormac McCrimmon, Rocky Mountain PBS

Jet black fringe

“This jacket was my oldest brother’s. He passed away a few years ago, and it was left to me,” said Mike Malone of Bailey, Colorado. Photo: Cormac McCrimmon, Rocky Mountain PBS

Road rage shield

Think Denver traffic’s bad? Try merging with a livestock trailer. “I always keep my hat on when I drive in Denver. I get a pass because [people think] I’m a dumb cowboy,” said Van Neidig of Battle Creek, Nebraska. Neidig wears a Bar None hat made in Thedford, Nebraska. Photo: Cormac McCrimmon, Rocky Mountain PBS

Queen buckle

Rodeo queen Maddie Miller of Frederick, Colorado wears 7 jeans, Ariat boots and a sparkling sequin jacket given to her by a former rodeo queen at the Estes Park Rooftop Rodeo. Photo: Cormac McCrimmon, Rocky Mountain PBS

Type of story: News
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