Rodeo Stars

Twisted X Global Brands reemphasized its western roots to much success in 2022.

IN 2005, TWISTED X launched as a maker of western boots. From there, the Texas-based company has evolved into Twisted X Global Brands (includes Black Star and Wrangler Footwear), successfully expanding into the casual, outdoor, and work categories—always with a western accent, even if only a slight twang at times. In 2022, however, the company dialed up its western voice with an expanded offering of Tech X by Twisted X along with revamped collections by Black Star and its Wrangler Footwear license.

Tech X features Twisted X’s patented comfort midsole technology, CellStretch, which delivers athletic-like comfort in classic cowboy boot silhouettes. Meanwhile, Black Star targets urbane women seeking stylish flair—like Yellowstone character Beth Dutton would sport. Speaking of the hit TV series, actor Jefferson White, aka Jimmy Hurdstrom, signed on as a spokesperson for Tech X. Last but not least, the expanded Wrangler collection is aimed at the masses—just like the legendary lifestyle brand already serves.

What were some key product highlights for the year? PR: The release of our second and third generations of Tech X featuring CellStretch technology. The first phase was a rubber outsole attached to a midsole, the second is a traditional profile with rubber outsole and the third is a traditional profile with a leather outsole. The response has been wonderful. We’ve heard that these are the most comfortable western boots you’ll ever wear. A key audience for us is made up of authentic cowboys and cowgirls who work hard and need a boot that can keep up with them. This collection has a classic look and all the features needed to accomplish everything a western boot is supposed to—with tremendous comfort. The unique manufacturing technique has never been done in the footwear industry.

CS: The introduction of Tech X was super-exciting for the industry because, for the first time, a western boot with a leather sole was able to have built-in comfort right out of the box. This also marked the first time in about 25 years that the traditional western boot was enhanced.

And Black Star and Wrangler? PR: Following our acquisition in 2020, the pandemic kind of forced us to take a deep dive on the Black Star brand. It has enabled us to come out with a much more focused collection, which is made in Mexico. We felt strongly about growing this segment of business because we know Twisted X has the comfort technology to take a fashion boot product to the next level. It has translated into strong growth in 2022.

Here, Twisted X Global Brands CEO Prasad Reddy and Senior Director of Sales Clayton Smith discuss the strategy behind its bigger, broader, and better western business approach in 2022. —B.S.

How was business in 2022 overall? PR: Twisted X had another record year, which was on the heels of a huge year in 2021. It was very pleasing to see an increased sales gain continue. In early 2020, when the pandemic hit, we made the decision to increase inventories because we knew retail would come back strong and retailers would not be prepared with enough product to support their needs after the challenges of the pandemic. We took a calculated chance, which enabled us to be there for our partners during the second half of 2020 and beyond. Our increased inventory continued, and we kept bringing in product specifically for our retailers through 2022. We felt we were finally starting to catch up to the demand in Q2 2022 and are now fully back to the level we want to be at.

CS: Before, Black Star leaned toward fancy and blingy with lots of hardware, inlays and overlays to draw attention. Through our research, however, customers said they desired something a little more subtle. Our recent collections provide an heirloom classic option that’s timeless but still fun and fashion-forward to stand out in the best way. We’ve embraced and leveraged western trends in women’s fashion to deliver style that can cross over into the mainstream.

PR: Wrangler Footwear was another exciting initiative for us in 2022. When someone talks about the epitome of an authentic western brand, Wrangler is it. In fact, it was an honor when the company first approached us to become its footwear licensee. Our Wrangler collection continues to grow, including several sub-brands like ATG (all terrain gear), which addresses the outdoor market, and Riggs, which is work product. This is a great example of how broad and diverse the western influence and customer really is.

What was the toughest challenge faced in 2022, and how did you overcome it? PR: There were two big issues. One was the supply chain. We faced problems with freight charges as well as the transit time of products and materials because of a lack of ships, trucks, and rail space. Additionally, costs have gone up sixfold for freight, so that has been a huge challenge. For the previous seven years, we hadn’t increased wholesale prices in an effort to be a good partner to our retailers. Unfortunately, the record inflation forced us to raise prices last year, but we were told we had the lowest increase in our industry.