"We want to be known as a brand that really is investing in craft. If that's something that people start to recognize and associate with Tecovas, that's a win for us. It has nothing to do with selling products. It's about how we're making that first introduction."
"Love Letter to Texas is a 12-minute story of personal reinvention, and a beautiful visual tribute to some of the Lone Star state's most photogenic and iconic backdrops in film history. It's also Tecovas ad, bankrolled and produced by the Western apparel and cowboy boot brand."
Tecovas, a Western boot and apparel brand founded in 2015, premiered 'Love Letter to Texas' at SXSW, a 12-minute short film written and directed by acclaimed filmmaker Jeff Nichols. The film stars Oscar nominee Michael Shannon, singer Ryan Bingham, and actress Hassie Harrison, with narration by Oscar winner Sissy Spacek. It tells a story of personal reinvention set against iconic Texas landscapes. The brand, which has grown from a direct-to-consumer model to 56 physical stores and $250 million in revenue, created this film to showcase its dedication to craftsmanship and quality. According to the brand's vice-president of marketing, the project aims to establish Tecovas as a brand invested in quality content creation rather than direct product promotion.
Read at Fast Company
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