Everywhere from the streets of Manhattan to the suburbs in California, the cool kids are wearing cowboy boots. In fact, western boots plus baggy jorts is the cool girl uniform this summer, according to TikTok. And as western brands continue to ride the wave—and expand the limits of the category—Dallas Market Center (DMC) is at the epicenter of it all.
“Dallas is the leading marketplace for western, workwear, and specialty footwear because we bring together the industry’s top brands and retailers in one centralized destination,” says Cindy Morris, DMC president and CEO. “No other market in North America offers the same breadth across these categories together with complementary categories that retailers want to include in their stores. Our permanent showrooms and temporary exhibits are all located near each other, which allows buyers to easily see, touch, and experience year-round innovation in comfort, durability, performance, and style.”
The timing and overlap of DMC’s major markets reinforces this reputation as a go-to resource. This August 18-21, the venue will host its Apparel & Accessories Market, KidsWorld, and WESA’s International Western/English Apparel & Equipment Market, plus the American Equestrian Trade Association (AETA)’s International Trade Show. “Buyers tell us that they choose Dallas not only for the selection but because we are an easy destination and a one-stop sourcing marketplace,” says Amy Harper, the center’s EVP, marketing and retail development. “They save time, money, and get more done in Dallas.”
There’s also the appeal of the city itself. This is a big proponent for Twisted X, which has a permanent showroom at DMC. “It’s in such a central location that’s very easily accessible to the airport, and it’s convenient for Twisted X because it’s close to our office,” offers Vice President of Sales Jud Taylor. “It’s a clean venue that’s been upgraded tremendously, and all the best brands are there.”
“Dallas itself has long been a hub for high-quality western products and innovation in western fashion,” adds Laurie Grijalva, CMO for Boot Barn. “At DMC, we’re able to source the best mix of classic and contemporary collections for our customers across our 550-plus stores nationwide, from iconic western brands to emerging ones that are crafting a fresh and modern perspective on western wear.” For Grijalva, taking advantage of the breadth of brands and styles centered here is a crucial step to polishing the chain’s assortment, especially during what she calls “a creative and inspiring time at Boot Barn and in the western space at large.”
To capitalize on this momentum, this August’s market will offer new buyer tours, a full-service buyer’s lounge, and receptions, plus evening runway fashion shows featuring the latest trends. Keep an eye out for new brands and collections, as well as the latest innovations in comfort, performance, and fashion footwear.
Nightly fashion shows present the latest trends.
For Spring/Summer ’27, Grijalva has her eye on retro western, as well as a mix of Y2K style with classic western in what she calls a “bold, new expression.” DMC’s Harper cites a modern twist on Americana as well, along with a strong momentum toward comfort, versatile styling, and performance-driven design. “Rich textures, refined utility, and handcrafted details continue to shape both fashion and workwear categories,” she notes.
“Western wear is so classic at its foundation, and that’s what makes it feel timeless,” agrees Justin Brand’s Elizabeth Jackson, creative director of accessories and apparel. “That being said, I’m really excited about faded, soft, vintage-inspired color stories, texture taking priority over bold prints, and more relaxed proportions instead of stiff tailoring.”
At Twisted X, Taylor is glad the priority on comfort remains strong as it “falls in our wheelhouse.” This August, the brand will debut 40 new styles that will be deliverable at the beginning of 2027, including a new Built in the USA collection and its lifestyle comfort highlighted by the recent “EZ On” line. WESA is a huge draw for Twisted X, he adds. “These are our people; we love the retailers that come here, and they’ve really brought us to where we are now,” Taylor says. “This is the show we circle on the calendar every year.”
It’s that kind of relationship-building that brings retailers back year after year for nearly 70 years. “We know that retailers need to make selections based upon their customers’ historic needs as well as anticipating trending products that will sell well,” Harper notes. “Although some of the discovery can take place online, there’s no substitute for the in-person experience of our markets. Feeling the product. Seeing the designs. Talking with knowledgeable brand reps.”
In addition to meeting in-person, Justin Brands’ Jackson adds that WESA is an opportunity to make the right connections. “Having a market that is truly dedicated to the western industry is so important,” she says. “You feel like the people you’re meeting really understand where our brands come from and the history behind them.”
Boot Barn’s Grijalva echoes that sentiment: “The DMC environment gives us a unique opportunity to connect with our partners. Our mission is to share a piece of the American spirit, one handshake at a time, and it’s especially meaningful for our expert team to meet and connect personally with the talented minds behind our latest collections.”
While Dallas Market Center presents the largest selection of western footwear anywhere, a full range of other styles are also in the offering.
DMC is also a port in turbulent times, Harper says. It brings the industry together to work through economic uncertainty, shifting consumer preferences, and inventory pressures. DMC sees itself as a touchpoint. For example, when tariffs rose recently, it launched a “Stand with Main Street” campaign that unified voices to be heard by the government. “We’re very much an active member of our industry community and taking action to help,” she says.
Above all, participating in the Dallas markets helps attendees establish meaningful, long-term relationships. It’s a good crowd and a productive forum. “Dallas is a market where business gets done, and that’s the feedback we hear again and again,” Harper says. “That’s really the Dallas difference: Buyers can source across multiple categories and brands all under one roof while experiencing the latest trends and product innovations firsthand.”
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