Gotta get some cowgirl boots!

From FWST
July 7
These boots are made . . .

One young lady does a backward flip in her Justin Gypsy Cowgirl boots. Another uses her boot as a flower vase.

They’re in some of the videos floating around on YouTube that contestants recently sent from around the country.

The Fort Worth-based Justin Boot Company recently picked five women to serve as spokeswomen for a new national advertising campaign promoting its new line of fashionable boots aimed at women ages 17 to 28.

Justin started selling the first of its Gypsy Cowgirl line in September and it’s already up to 25 styles, quite a few splashed with at least a little pink.

The boots are priced from $79 to $99.

Over those 10 months, the style has apparently caught fire — accounting for about 5 percent of total Western boot revenue at Justin, said Louis Russo, brand manager. He declined to give the company’s total revenue.

Shortly after putting the boots on the market, Justin rolled out a contest asking women to submit a commercial explaining why they should be the next Gypsy Cowgirl.

The company, which based the image on an archived logo it found from the 1940s, said a Gypsy Cowgirl is "a rogue, rebellious, authentic, self-reliant young lady with a lot of self-confidence."
Russo told reporter David Wethe that he was surprised to get roughly 100 video entries from across the country.

"I would have thought it would have mainly been focused in the West," he said. "It was amazing that they would take that much time and effort to become part of this."

Five women were selected and brought to Fort Worth a few weeks ago. After dining at Joe T. Garcia’s, the winners went for a photo shoot in their boots to Rocky Top Ranch. The boot company also brought in local contestants for the shoot, which made for a mix of "the real authentic horse person" and simply "kids who like the look," Russo said.

"It would have been real easy to hire models," he said. "You could really tell these ladies wanted to be part of the Justin brand."