For nearly 80 years, Rockmount Ranch Wear has been more than just an apparel company; it's a Colorado institution with a legacy sewn into the very fabric of Western culture.
The company was pioneered by Jack A. Weil, who created the first western shirts with snaps, and his son and grandson, who successfully expanded the market from a regional focus to a national and eventually international brand.
"It's kind of cool the way the three generations mirror the growth of the market."
Now, under the leadership of Steve Weil, Rockmount continues to thrive from its historic building on Wazee Street in downtown Denver. In a world where businesses often go where the TikTok trends take them, Rockmount maintains its unique path by drawing inspiration from within and embracing its history to stay relevant.
Steve notes that the company is "nimble," allowing it to go from an idea to finished product on the racks within weeks. This innovation is rooted in a commitment to lifestyle over costume, appealing to people who love Western culture, not just the horse-riding niche.
A key differentiator that sets Rockmount apart is its deep commitment to original design and quality craftsmanship. While nearly every other brand is 100% imported, Rockmount maintains some manufacturing domestically. This choice is rooted in a simple philosophy from the founder: if people buy the product, the company should be willing to give them jobs.
Today, the company produces its classic sawtooth pocket and diamond snap shirts in the US with very fine fabrics. While some labor-intensive work, like embroideries and embellished styles, is done in the company's India factory, the team remains dedicated to upholding the tradition that "western wear should be made in America where possible".
Like many businesses, Rockmount has faced existential challenges over the decades, most recently the "decimation of the retail landscape" by big-box stores and Amazon. The company was forced to adapt its business model, allowing its retail presence to decrease from 2,000 stores to around 500. To protect the brand and its retail partners, Rockmount strictly manages its online presence, ensuring that its product maintains its premium status.
To combat skyrocketing downtown property taxes and a changing environment, the company revamped the use of its historic building. They created a more sustainable model by adding leased office space and a profit-center garage.
“We haven’t just changed the business - we’ve reinvented it.”
And at a time when retail was on the ropes, they added their own street-level retail store. This store became a crucial incubator, providing the company with its first direct contact with the consumer. Steve is pleased to note that despite the decline in downtown office workers, the store's traffic is now higher pre-pandemic levels.
Rockmount's stability is built on a culture that fosters trust and loyalty. The company has a philosophy of growing people in its niche business and has a history of long-time employee retention, with many staff members remaining for decades.
The team members are viewed as "part of a big family". In fact, the company has never laid off employees, despite enduring ten economic downturns throughout its history. Even during COVID, every employee remained on the payroll.
Rockmount's impact extends far beyond its headquarters. When Denver was rejecting its “cowtown” reputation in the early 1980s, Steve Weil worked with other community leaders to change the narrative and make the Western identity an asset, not a liability.
The company is deeply integrated into the city's cultural scene, collaborating with nearly every Denver museum, including the History Colorado Center and the Denver Art Museum. Furthermore, the company was heavily involved in efforts to keep the National Western Stock Show in Denver, which has since exploded in expansion.
For Steve, the support is reciprocal. "I can't be more grateful to have had the support of the city and the state," he says. "It's nice to be recognized for that because it's important to make Denver and Colorado special".
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