Dress like a Dutton in the brand-new Ariat x Yellowstone collection designed by Johnetta Boone.
Yellowstone has played a significant role in the resurgence of Western culture, inviting viewers to connect with their own vision of the cowboy spirit. Perfectly in tune with the demand for accessible Western wear suited for every walk of life, Yellowstone Costume Designer, Johnetta Boone, is sharing the show’s vision through her latest venture, the Ariat x Yellowstone collection. Designed by Boone, each piece masterfully hits the balance between modern, wearable fashion and true-blue Western authenticity, creating a collection that is truly inspired by working cowboys and cowgirls.
Boone has set the standard for Yellowstone costuming, keeping each look true to Western heritage, and that commitment to authenticity reverberates through this collection as well. “She always wanted to ensure this collection was 100% authentic to the true cowboy,” says Shane Holman, VP of Western Footwear Merchandising and Licensing for Ariat. “Our partnership was great because we listened to her creative ideas and came up with solutions. She was very cognizant of authenticity, so working with Ariat, a heritage Western brand known and trusted by the Western community, honored her vision and our heritage.”
The collection is notably “worn-in”, with pieces having a ready-to-wear familiarity to them. “[Boone] wanted each item to look pre-worn and used so that it would be easy for the cowboy to put on and have it look like he’d been wearing it for 100 years,” Holman says. “As a costume designer, she’s used to creating individual pieces on her own because she can wear them down with her sander or apply special treatments to make each piece one of a kind. The opportunity for Ariat was to translate her vision into something that we could produce at scale.”
As the Ariat x Yellowstone collection unveils, thematic elements are revealed as well; the focus being on functional fabrics in an inviting, earthy color palette. When asked about the show elements that inspired the collection, Boone says, “It’s how Taylor writes the story [of] Yellowstone as the modern West, which is rich with colors of the sunset and images of rustic America, which inspired the collection.” Boone continues, “Ariat’s functionality-focused aesthetics created a very welcoming foundation for our pieces in the collection. The fabrications, finishes, and existing cuts made it all possible to tell the story without reinventing the wheel. The wheel has already been created as have been the jacket, shirt, dungaree, and boot. It’s in the finer details that accentuate the brand.”
Keeping true to the essentials, the Ariat x Yellowstone collection builds on tried-and-true ranchwear staples, pulling from the brand archives for inspiration while keeping the Yellowstone characters top of mind. “Johnetta was very aware of what each character on the show might wear,” Holman says. “For example, she wanted the authentic square toe and the authentic high heel for the cowboy boots. Because Ariat has such a variety in our archives, we could give her each toe and heel shape and the finishes to match what she had dreamed up in her mind. We showed her all sorts of leathers; she had free reign, and Ariat brought it to life with her.”
The limited-edition collection features a selection of denim shirts, jeans, jackets, flannels, and boots that are ideal for the seasoned horseman and avid Yellowstone viewer alike, offering traditional functionality and Western style in equal measure; offering something familiar to all who saddle up in the pieces. “This collection is true to the heart and brand of Yellowstone,” Boone says. “It’s the dynamic adventure of the West that’s being communicated through fabric, fit, and finish. You’ll see how it’s worn in the show by a few characters who wear it well. We’d like for you to wear it, enjoy it, and chat about it…the idea is to Live Free!”
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The Ariat x Yellowstone collection is available now at ariat.com as well as on Amazon.
