Sales of cowboy boots are skyrocketing

“Nto trend cowboy-core”, state the fashion magazines. We’re talking jeans with a boot cut, leather jackets with fringes, large belt buckles, hats and boots.

The style of clothing is obviously not new, but Beyoncé’s embrace of the trend has in many ways made it more popular.

And now the shops here at home are also feeling the pull.

– Would have liked to have more

The fast-fashion brands have been milking the trend for all it’s worth for a while already.

But the second-hand shops also take advantage of it.

Literally.

The concept store Eftir at Aker Brygge in Oslo confirms that they have noticed the trend.

– Have you simply sold more cowboy boots than usual?

– Yes, and we would like to have more, says founder Cecilie Ova Nielsen.

– It is probably connected to the fact that it appears in the trend picture, and therefore there is a great demand. But it should also be said that the cowboy trend comes every year when the festival summer approaches, especially now that cowboy core is so relevant.

– Marked the trend

At Velouria Vintage in Grünerløkka in Oslo, they have also noticed the demand.

– Yes, absolutely, says owner Åsa Formark.

She has run the clothes shop on Grünerløkka in Oslo for 15 years.

– But maybe cowboy boots in particular have been a trend for a long time. It was revitalized now with Beyoncé and her album, she says.

Formark believes that the successful Danish brand Ganni has had a hand in the game.

– Their boots made it extra popular, and now it almost feels enlightened and accepted that cowboy boots can be used for everything.

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– Yes, country and western are also in vogue – both in music, but also in fashion.

Controversial trend

She is absolutely right about that.

For luxury fashion houses such as Louis Vuitton have long since embraced the cowboy trend.

When Pharrell Williams showed his latest collection for the fashion house, it was a homage to American indigenous people and black cowboys as a response to what many believe is a whitewashing of aesthetics.

Because the trend is not without controversy.

– The cultural stereotype on which the cowboy style is based is romantic, dazzling white and masculine, fashion expert Pia Henriksen has previously stated.

– Dressing up like that is not quite in step with the times. Although the original history of cowboys is admittedly both multiple and multifaceted, that is not how it is portrayed in popular culture.