WELCOME TO ROUGHNECK RODEO

The Western wildcatter striking big oil is a fairytale as old as Texas. And, like all fairytales, there’s an allure to it that somehow paints a pretty picture to an unpleasant path. In reality, the hunt for oil means grit and a gamble, and it is, without a doubt, a wild ride. This is the lore of the Roughneck Rodeo.

The 2026 Transition collection is a sartorial homage to the golden days of the oil rush – or the way we’ve romanticized it, anyway. The concept was sparked by a vintage hat box that set the scene for us with warm browns, buttery yellows, and kitschy characters. We combined that with imagery we absorbed on a long West Texas drive and created it into this beautifully unique collection that balances grit and glamour, feminine and masculine, retro and modern.

We channeled influences like Jett Rink as our wildcatter and Electra Waggoner (after whom the Texas town is named) as the inspiration for our “lease lady”, and essentially created characters in our minds that we wrote this style story around. Roughneck Rodeo debuts our own distressed denim jeans (designed to mimic well-worn work pants), a couple of pairs of what we call “payday boots”, and the coolest fur collar tie that’s going to transform every look. We brought back classic polka dots, created charming custom prints with mid-century vibes, and designed a gorgeous scaled-up gingham.

In essence, Roughneck Rodeo is how we’ve romanticized the full-circle story of risking it all and winning big in the hunt for black gold.