Thanks to ‘Barbie’ and ‘Yellowstone,’ cowboy boots and Western wear are everywhere

In the TikTok era, trends arrive fast and can be gone in a flash. But you’re not imagining things: cowboy boots are having a moment.

From the popularity of “Yellowstone” to Barbie’s hot-pink cowgirl costume, there has been no shortage of Western-related fashion moments in the culture this year. The term “cowboy boots” has more than a billion global views on TikTok, with 43 million views in the last month alone, according to November research conducted by the fashion brand Karen Millen.

Shane Holman, head of global merchandising at the footwear brand Ariat, said her team has seen a growing interest in its cowboy boots and Western wear, in general, from outside of the brand’s core customer base. Its typical customer resides in the South and Southwest regions of the country, but increasingly, Ariat’s shoppers hail from New York and Los Angeles. That’s led to double-digit sales growth in the brand’s cowboy boots over the last year.

Continue reading this article on glossy.co. Sign up for Glossy newsletters to get the latest on the business of beauty, fashion and pop culture.