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KUSA - Local store helped invent rugged wear

Local store helped invent rugged wear

10:10 AM, May 8, 2012   |  

By Blair Shiff

KUSA - Everyone from old-west cowboys to famous musicians has worn the classic fitted snap-button shirts and bolo ties. Although everyone may recognize the style, not everyone knows that it originated in Denver, at a store called Rockmount.

"Our store is our flagship. It's our only store, and we're very fortunate that it has become a magnet," Steve Weil, owner of Rockmount, said.

People from around the world travel to Rockmount Ranch Wear located in LoDo. They started selling the classic Americana shirt in 1946, and by doing so, they revolutionized western wear by giving the cowboy a strong, independent identity.

Through three generations Rockmount has developed into a worldwide company keeping the Americana style alive and is constantly coming out with new products to keep them ahead of the fashion game.

"Being a small company, we're very versatile, and we can design something today and have it out in six weeks," Weil said.

So next time you see someone in full ranch garb, remember that it originated in the birthplace of Colorado. If you're interested in checking out the store, it is located at 1626 Wazee St. Denver.

(KUSA-TV © 2012 Multimedia Holdings Corporation)

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