New Accessory Line Gives ‘Cowboy’ Back Its Cool

Posted Friday, July 17, 2009

July 17, 2009 – Fort Worth, Texas – Today’s Western youth can now shop for unique streetwear without hitting the big city.

A new brand of leisure shirts and accessories, Cowboy Militia, came about after founder Jason Trosper noticed that many top young cowboys were choosing to sport surfer- and motocross-inspired casual apparel from the mall instead of Western wear.

Trosper, the team roping son of a third-generation Oklahoma rancher, is also an extreme sports aficionado who appreciates the urban lifestyle, so he set out to fill the void. The result – Cowboy Militia – is the newest must-have merchandise in the West.

“I’m proud of my roots,” said the Fort Worth-area entrepreneur. “Heritage is important to me, but I wanted to mix a fresh ingredient into our Western style. Cowboy Militia is about being an individual.”

Not only are the pieces fresh and edgy, with a West Coast influence, but they’re designed with champions in mind. Slogans like “Compete To Defeat” and “Cock Your Hammer,” along with the popular two-pistol logo, are about “bringing out your personal best in whatever you do.”

Cowboy Militia pieces include men’s shirts, beanies, belts and buckles, while the Cowgirl Militia line features baby tees and tanks, plus buckles and beanies. The designs are a unique mix of punk and Western outlaw, in a nod to the true old-West cowboy mentality.

Young gunslinger Tuf Cooper was a fitting first endorsee for the new company. The hottest thing to hit professional rodeo since Cody Ohl and a tie-down roping Rookie of the Year, he carries a version of the first name of his grandfather (a throwback to the men who tamed the West) and he’s the son of the Hall-of-Famer who revolutionized roping – yet he listens to State of Shock, wears his cap backward and is world-championship-caliber at just 19 years old.

Tuf’s brothers, Wrangler NFR roper Clint Cooper and college national finalist Clif Cooper, also sport the brand, along with Wrangler NFR bull rider Colin McTaggart. The shirts and accessories are aimed at champions that aren’t afraid to step out and be individuals, which is why pros like the Coopers and fashion-statement-maker Britt Bockius are big fans.

Finally, Western types can make a statement without stepping away from their heritage.

To shop, call 866-656-7376 or visit www.cowboymilitia.com. Also, look for the products at select Western retailers including Cavender’s Western Store, Teskeys Saddle Shop, National Ropers Supply, Drysdales Western Wear, National Saddlery and Teners Western Wear.

• Partnered with Professional's Choice to exclusively provide U.S. Army-influenced camouflage splint and bell boots for performance horses, donating a portion of the sale of each pair to GuideOn, an organization that provides leadership training and outdoor experiences for children who’ve lost a parent or adult role model while serving in the armed forces.

• Donated Cowboy Militia shirts to high school finalists in four states, and partnered with National Roper’s Supply to create special limited-edition “top 10” shirts for several Texas State High School Finals Rodeo finalists.

• Sponsored one of the PRCA’s rankest bucking bulls. “Cowboy Militia,” a red and white horned bovine from Guidry Rodeo, is a grandson of 1997 PBR Bucking Bull of the Year Panhandle Slim and was born to a daughter of many-time Wrangler NFR bull Diamond Dandy. In March, he carried defending world champion JW Harris to a go-round win in San Antonio.

• Teamed with Ambiance Artists in a cross-promotional move to drive more fans to rodeo and Western wear through partnerships with five hit-making Texas country music artists, including Whiskey Myers and bands fronted by Kyle Bennett, Charlie Shafter, Rich O’Toole and Josh Abbott. Watch for exciting details on the deal later this month.