For Lefty and Hailey Holman, Buck Em Co. isn’t just a clothing company — it’s an extension of their values, their lifestyle, and the people who inspire them.
The summer of 2024 would later be remembered as a defining season in the lives of professional saddle bronc rider Lefty Holman and his wife, Hailey. Not only were they preparing to welcome their first child, but they were also taking the road one last time as a couple. As they set out on this adventure, their goal was simple: soak up every moment.
As they made their way to Oakley, Utah, traveling what felt like the same stretch of road they had crossed time and again during the busy Fourth of July run, Lefty brought up an idea that had long been on his mind. He wanted to start a clothing line of his own, something that reflected both his and Hailey’s personal style while representing how deeply rooted they are in the Western lifestyle.
While they were sitting there discussing what a business venture could look like for them, Lefty was all in from the start, always the more outgoing and risk-taking of the two. Hailey was more reserved at first, until eventually they both landed on the same thought: they should just do it.
“We wanted to name it Buck Em, but that name was taken, and somebody said, ‘If you want the name Buck Em, you’re going to have to pay me $50,000,’” Hailey said with a laugh. “So we were like maybe we’re just going to have to add something to the name, which is how Buck Em Co. was started.”
Despite having no experience with sourcing apparel, graphic design, or selecting blanks, the couple refused to let their lack of experience stand in the way. They dived headfirst into creating their first drop, setting the tone for their company to be truly authentic to them, their styles, and their personalities. The drop included five T-shirts and one hoodie. It was a major milestone as they watched it go live and began shipping their first creations out into the world.
“The biggest thing with Buck Em Co. is that every piece means something to us,” Lefty said. “Even if it’s just a T-shirt, we brought it to life, and it means something special.”
Gathering inspiration from the people they’ve met along the road, their families, and the peaks and valleys of life as professional rodeo athletes, that influence is reflected in their designs — often through sayings like “Buck around and find out,” “Luck of the draw,” and “That dog’ll hunt,” among others.
“When I look back 10 years from now, I’ll know exactly where that line is from or who said it,” Hailey said.
Working together as a married couple is not always easy, but this business has only brought the Holmans closer and confirmed that they were meant to build it together.
“This company would be absolutely driven into the ground without Hailey,” Lefty said passionately. “Everything is designed by us, and it makes it more special. It’s unique, and it’s us. We’re not trying to be anything that we’re not. We’re sticking to our roots and being ourselves. At the end of the day, that’s a beautiful thing. We’re having fun and learning from everything. Having a good partner is the number one thing, and I’ve been so blessed with the best partner.”
Hailey feels just as lucky, which is evident when she says she attributes everything to Lefty, his belief in her and them, and the way he pushed her out of her comfort zone. Saying yes, she says, changed their lives forever and gave them something they both love doing together.
Two years later, the couple has released eight drops, each one bigger than the last and shaped by more inspiration, laughter, and a continued commitment to living life to the fullest. Now with their daughter, Viva, in the mix, Buck Em Co. has continued to grow, but the authenticity and connection between the Holmans and their designs remain just as strong as they were on day one.
Drop 8 is available to shop online at buckemco.com
PHOTOGRAPHY: (Cover image) Film Boy Ry; (Lefty driving) Film Boy Ry; (All others) courtesy Buck Em Co.
