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Rockmount’s third generation, Steve Weil is the current President & Chief Creative Officer. He grew up in the business and joined the company in 1981. Steve expanded the business internationally and later took over design. He introduced Relaxed Fit shirts which are now an industry standard. Three generations of the Weil family represent the evolution of the Western business from regional, to national to international.
Steve literally wrote the book on Western Wear. His bookWestern Shirts: A Classic American Fashion chronicles the story of the people who popularized the fashion and surveys 70 years of design.