Ely Cattleman launches new, direct-to-consumer website, forging a new identity that unifies tradition with modernity.
Ely Cattleman’s first traveling salesmen, Frank Ely and David Walker, piloted their covered wagon west in 1878, selling the company’s first products to thousands across the desolate Western landscape. If only they could’ve imagined that one day their products would be purchased with the click of a button. In June 2019, Ely Cattleman launched a new, direct-to-consumer website that offers the brand’s entire line of products. This marks the company’s first one-stop shopping experience and an effort to rekindle the iconic brand’s Western heritage and essentially gain worldwide reach.
“With Western-inspired designs gaining momentum in the mainstream fashion frontier, as well as consumers craving authenticity in their lives, we felt our brand was uniquely positioned for growth,” Ely Cattleman president Corey Rowe says. “We also wanted to recognize the loyal customers who have been wearing our shirts for generations. Our goal for elycattleman.com is to bring the brand’s authentic heritage, Western sensibility, and intrinsic values to an expanded demographic — the modern-day trailblazers across America who appreciate the Western lifestyle.”
Thus far, Ely Cattleman’s campaign of merging the old and the modern for a “new now” has proven successful, garnering support from professional barrel racers and bull riders, including 27-year-old PBR Top 20 world finalist Taylor Toves. To appeal to younger demographics, Ely Cattleman offers updated fabrics, modern silhouettes, and fresh colors, but Rowe says designs will continue to retain the classic details quintessential to the brand’s signature style. Pearl snaps, yokes, and classic embroidery are here to stay, but with a nod toward modern styling.
“Ely Cattleman is a piece of American history — from covered wagons delivering its dry goods to the company’s evolution as a Western apparel staple,” Rowe says. “Superior quality and Western tradition with a modern edge exemplify our brand’s true heritage.”
Images courtesy Ely Cattleman Co. and Robert Nethery