Bucking the Trend
Brenda VanNewkirk noticed something interesting about younger team ropers. They were mavericks, wearing brands like Ralph Lauren, Tommy Hilfiger and Lucky, rather than cowboy brands. These industry disruptors decided to ask why.
“Turned out, a lot of guys were just not down with the very common tight-fitting and high-waisted jeans,” Jill Gechter, Cinch brand manager said.
To provide that demographic an alternative to western jeans with function and fashion that suited their style, the Cinch brand was launched in 1996, starting with the Green Label: a looser-fitting, lower-waisted jean unlike any other on the market.
“As we dove deeper and started following these younger guys, we found out the other branded shirts both within and out of the western industry didn’t fit their needs,” Gechter said. “They would come untucked, have too short of sleeves and were too fitted. Thus, the development of our Classic Fit shirts.”
Cinch traveled across the country to work with trend-setting team ropers to develop its products. Calf roper Fred Whitfield was one of the first to endorse the brand.
“We believed there was a need for a new brand
, a brand made for team ropers,” Gechter said. “At the time, no one in the western industry was doing anything like it. Really looking back, it was revolutionary and as the years passed, it opened the door to other brands in the market.”
Since then, Cinch has expanded its demographic to include elite competitive horsemen of all ages, in bull-dogging, roughstock riding and many other events. Known for their great fit and styling, Cinch jeans have a solid place in many Western horsemen’s wardrobes. The company has expanded to offer quality jeans and shirts for both in and out of the arena.
“Some of the best rodeo athletes and everyday cowboys love Cinch jeans and shirts because of the quality fit and authentic Western look,” Jessica Wahlert, Cinch marketing manager said. “The Cinch brand puts fit and styling first.”
