Ariat is deepening its relationship with the “Yellowstone” series.
The cowboys and cowgirls featured in the show have long worn the brand’s apparel and footwear but now the two are making it official with the launch of an Ariat x Yellowstone collection.
Pieces of the capsule, which was designed in partnership with “Yellowstone” stylist Johnetta Boone, will appear in the continuation of season five, which begins airing on the Paramount network on Nov. 10. It will also be available to consumers on Amazon as well as the Ariat website and stores.
The limited-edition collection includes denim shirts, jeans, jackets, flannels and boots that reflect the classic outfits worn by working cowboys and cowgirls. The collection also includes other shirts and sweaters.
“As a heritage Western brand that’s known and trusted by the Western community, Ariat was the perfect partner for this project,” Boone said. “My vision was to create something that was firmly rooted in authentic Western culture, while at the same time inviting those from the outside to embrace the places and stories they’ve become so immersed in while watching.
“It’s been amazing to work with Ariat since the beginning of ‘Yellowstone,’” she added. “Their apparel and boots are perfect for the show, especially since that is what’s worn throughout the West. Now, we’ve partnered to design an exclusive capsule collection inspired by the functional and well-worn clothing that wranglers, cowboys and ranchers work and live in every day. I’ve also added my own subtle, yet defining touches on each piece.”
“Because Ariat is engrained in the Western communities that ‘Yellowstone’ is based on, our clothing and boots have organically shown up on the show throughout the years,” said Megan Iwersen, chief product officer of Ariat. “Now, with the Ariat x Yellowstone collaboration, Ariat is even more visible in the ‘Yellowstone’ universe and is more accessible to those fans captivated by the American West. Johnetta helped us develop Western looks that both honor our heritage and deliver a modern aesthetic for anyone wanting to incorporate a bit of Western flair into their wardrobe.”
Jose Castro, executive vice president of consumer products and experiences for Paramount, said, “The global Western wear trend has continued to make an impact in fashion, and we couldn’t be more proud of this partnership bringing the authentic ‘Yellowstone’ lifestyle to fans everywhere.”
Ariat was founded in 1993 and takes its name from the race horse Secretariat.