2025: YEAR IN REVIEW

For a lot of reasons, 2025 feels like a banner year for Double D Ranch. For starters, it’s our 35th Anniversary – a milestone that normally we would’ve made much ado about, but we were honestly too busy doing literally everything else!

“We crammed so much into this calendar year,” laughed Audrey. “It’s truly unbelievable, when we started looking back at it. No wonder we’re tired! But truly, it was a year of ‘yes’ for us; we embraced just about every opportunity that was offered to us, a lot of which were entirely new experiences for us. I think I can speak for my sisters, too, in saying we feel like we’re leaving 2025 as different people than we entered it; we’ve just learned so much.”

It really does feel like this was a year of transition for us. Obviously, we are still hot on the heels of our very first Vegas, so that’s still fresh on our mind as one of the most impactful experiences.

“DDR at NFR was long overdue,” said Cheryl. “It’s the apex of high fashion and the Western world, I can’t think of anywhere we belong MORE. I think we held off so long because we were intimidated by it – and rightfully so! Whoa. That was an experience beyond words. The length of the event, and just the sheer logistics of getting everything there that we required to establish a booth that felt elevated and on brand – especially having two going at once, Cowboy Christmas and South Point. We also way underestimated the amount of product we’d move, poor shipping was just constantly overnighting us replenishments. A lot of learning curves, but in the end, absolutely worth it. We met so many new people and the whole thing is just a spectacle unlike anything you’ve ever seen. You bet we’ll be back!”

Part of what made the “year of yes” possible was that we expanded our team in several departments. Our retail crew grew to accommodate an exceptional customer experience, we added some truly lovely new members to customer service, and marketing’s pretty much doubled in size, which was instrumental in giving us the bandwidth to be able to execute so many new ideas and events. We were able to start hosting activation events to celebrate the launch of each collection, beginning with Cowgirl Rising LIVE!, when we turned our typical line launch into a live runway-style event with an audience, that concluded with a decadent dinner and an intimate Q&A with collaborating artist, Donna Howell-Sickles, and some really well-received luck of the draw events – the keys from Rhinestone Suits & Cowboy Boots, the enamel pins and fun phone messages from Atomic Ranch, and the custom damask journals from Wash House. And without pulling a Cheryl and giving too much away, y’all are going to love the ones we already have on deck for 2026!

Speaking of line launches, can we take a second to clap it up for the incredible collections that debuted this year?! Our design team hit homerun after homerun in 2025.

Romance & Rustlers stole hearts with traditional, timeless twang and the art of A.R. Mitchell, Cowgirl Rising brought us color and joy in the aesthetic of Donna Howell-Sickles, and then summer really sizzled with the elevated, exotic, and edgy Rhinestone Suits & Cowboy Boots (which was received with record-breaking enthusiasm). Then came the mid-century magnificence that was Atomic Ranch with its warm hues and swing-inspired silhouettes, followed up by a walk down memory lane with Wash House which introduced underwear as outerwear and whole new ways of layering your look. And that brings us to the current collection, Past & Present, a celebration of saturated hues so juicy they make your lips smack and the inimitable artwork of Maura Allen. Oh, and let’s not forget that limited-edition Las Vegas collection, packed with full-volume furs and full-throttle shine.

“Our design team is out of this world,” Cheryl said. “We have such a beautiful balance of traditional talent and envelope-pushers, and the execution is just – well, you saw it for yourselves, it’s exceptional. We’re in a very good groove of studying and staying on top of trend reports, but also truly knowing our customers – like, personally – and I think that’s a unique advantage that DDR has. I’m incredibly proud of this team, and of everything we put our name on this year.”

Speaking of things we’re proud of, let’s circle back to some of the amazing experiences we said yes to this year. In April, we were honored to be the keynote speakers at Cowgirl Magazine’s 30 Under 30 celebration in Arlington.

“You want to talk about a room full of inspiration!” Hedy said. “I’m twice their age, and they’re still my role models. THEY should’ve been on stage talking to ME! I mean, I really do, I look up to these young women. They’re walking the walk, they’re dedicated and motivated – and at their age, still have the energy to do it all! They’re advancing the Western industry and keeping it relevant – and making it mainstream. It’s awesome. Yeah, the kids are all right.”

Very much in that same vein of being among inspiring women, we were also honored to be speakers at Cowgirl Connection this year in conjunction with the Cowgirl Hall of Fame. Then in the fall, another first, we were invited by one of our awe-inspiring Addicts, Angela Lieurance, to put on a style show for the Women of the National Western in Denver, complete with a pop-up shop.

Of course, we also had our own events we hosted, our Round Top Ribbon Cutting in March to an outstanding attendance, and also got to debut the Casita #5 we decorated, complete with a 6-foot Elvis.

And boy, oh boy, then there was our 7th Annual Addiction Meetup – complete with fashion, friendship, and Fireball whiskey! We christened the new building that we dubbed the Addiction Party Barn and had attendees sign the rafters. It was our first time ever selling one out (in like, two days, by the way) and hosting the exclusive Breakfast with the McMullens series, where we talked style and makeup and donated the proceeds to local charities.

On that note, we also did a fair amount of philanthropy in 2025 – most notably, our benevolent bingo nights that absolutely blew away any perception you thought you had about bingo being boring! As a result of your participation, we were able to gift more than $20,000 to the Senior Center of Washington County! And we’d be remiss not to mention the beautiful way our Wolf Pack came together this summer in light of the tragic floods and decimation of Christian camps along the riverbanks; thanks to your immense generosity, we provided more than $160,000 to aid in the relief and rebuilding efforts. Y’all are nothing short of remarkable.

All of that is a lot when you put it on paper, and realistically, we’re just skimming the surface! As we wave to the year in our rearview, we’re proud of all we’ve done, learned, and designed. We’re proud of our team, we’re especially proud of our Wolf Pack – we still pinch ourselves that we get to be a part of such a wonderful group of people.

Now, if you’ll excuse us, we’re going to nap until New Year's.