It’s easy to spot the signs. A normcore friend swaps their dad trainers for a pair of cowboy boots. The guy with the everpresent beanie at the local coffee shop is now drinking a cortado in a Stetson. Red bandana neckerchiefs are suddenly ubiquitous. It happened slowly then all at once: everyone is dressing like a cowboy.
Call it the Yellowstone effect, the Landman aesthetic, or blame Beyonce’s recent country tour — suede fringed jackets, Wranglers, rhinestones and cowboy boots are now as common in Brooklyn as Bozeman. The wholehearted embrace of the American West isn’t just sartorial; Taylor Sheridan's epic series about the Dutton family’s dramas in Montana broke records with 15.9 million viewers for its fifth season, becoming the most-watched cable premiere since The Walking Dead in 2017.
