For immediate release - March 31, 2022

Inspired by the blood, sweat, and dirt of the daily arena grind, we are excited to introduce our most innovative collection to date. We've taken tie dye to a whole new level with our brand new treatment called “arena-dye” - which (as you might have guessed) is inspired and developed by dragging each tee through the arena’s dirt and mud with the help of many of our furry friends. We believe that sticking to our roots is important and what better way to do just that than by honoring the grit of ropers with these special products?  No two are exactly alike.
We've spent much of last year researching how to perfectly execute a full grit-dye look and our tests prove that tees left in the arena for 3-6 weeks deliver the most organically placed - and "grittiest" look and feel.  The constant dragging and pulling also softens our already super-comfy cotton to ensure an extra-special, worn-in look and feel.  There is nothing like being first to market with an entirely new concept and we're grateful for our other ranch partners who allowed us to pepper their arenas in the development of our latest limited edition products.  

If you've made it this far, Happy April Fool's Day.