Tecovas: Paul Hedrick

How I Built This | May 19, 2025

Western wear is having a moment – and so is the upstart Western brand Tecovas. Founder Paul Hedrick is a Texan who realized that cowboy boots were either too expensive or too cheap, so he decided to create a premium brand with an attainable price. He traveled repeatedly to the cowboy boot capital of the world – León, Mexico – to obsess over every detail, and later he expanded his DTC business to make a surprising bet on brick-and-mortar stores. Today, beyond boots, Tecovas sells jeans, shirts, dresses, hats, and bags, and this year, the company expects to do more than $300 million in sales.

This episode was produced by Alex Cheng with music composed by Ramtin Arablouei. It was edited by Neva Grant with research help from Iman Maani. Our engineers were Patrick Murray and Robert Rodriguez.

You can follow HIBT on X & Instagram, and email us at hibt@id.wondery.com. Sign up for Guy’s free newsletter at guyraz.com or on Substack.

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

WNYC is funded by sponsors and member donations

WNYC Homepage - Top Stories

Why single domestic violence survivors can't get shelter in NYC despite empty beds

More than half the callers to the city’s domestic violence hotline are single people, but few are getting shelter.

Gothamist |

Transit Operas Celebrate the Subway Experience Through Music

All Of It with Alison Stewart |

Our Bodies & Our Tech

Manoush Zomorodi talks about the impact on our bodies of our interactions with our phones and other tech.

The Brian Lehrer Show |

Mayor Mamdani says he's balanced NYC's budget

WNYC News |

How they handle crises in Brownsville, often without police

At least twice a year, nonprofit workers from the neighborhood spend a week calming disputes and responding to most 311 and 911 calls on certain blocks in the neighborhood.