tlc mens

The Men’s Collection.

Worn by U.S. presidents, movie stars, rodeo legends and country music icons, Tony Lama Boots—the world’s most recognized Western boot brand since 1911—has been engraved on the Great American landscape for 100 years. To celebrate its 100th anniversary, the boot brand is launching consumer and retailer programs, including new boot collections, a commemorative fourth-edition El Rey boot covered in precious stones and 14 karat gold and a historic sole-seeking consumer contest sure to get boot lovers on a major closet dive.

“One hundred years of business is a tremendous milestone, and we’re grateful for those who have supported the brand over the years,” said Randy Watson, president and CEO, Justin Brands, Inc. “We have some fun items in store, and we’re looking forward to the upcoming celebration with our valued retailers, consumers and affiliates.”

Complete details of the anniversary initiatives include:

The Centennial Collection: In stores in January 2011, the Tony Lama Boots Centennial Collection for men and women is embellished with the brand’s exclusive anniversary logo and handcrafted in the U.S.A. with quality, genuine leather. Available at select western retailers nationwide through 2011, the boots will retail for $250 and are accompanied by a certificate of authenticity.

tlc ladies

The Ladies Collection.

The Signature Series: Debuting at the International Western and English Apparel and Equipment Market in January 2011, the Signature Series is the new line of boots with classic Tony Lama Boots styling, including intricate stitching and detailing, hand-tooling, various toe and heel profiles and classically updated colors. Starting from $800 and going up to $1,500, eight men’s and four women’s styles will be available at retail, alongside the full range of existing Tony Lama Boots offerings. For the avid collector, a limited quantity of 500 pairs of one special style within the Signature Series will be up for grabs, accompanied by their own certificate of authenticity.

elrey4 web

The El Rey 4.

The El Rey IV: From boots you can own, to boots you can only aspire to, Tony Lama Boots plans to continue the celebration by creating a one-of-a-kind pair of boots—the El Rey IV. A tradition first started by Tony Lama, Sr., himself, the original pair of El Rey Tony Lama Boots were created in 1951. This year, the not-for-sale El Rey IV boots are valued at $50,000 and will—accompanied by heightened security—be on display at Western specialty retailers and brand events this fall and throughout 2011.

Promotions and Contests: In another creative nod to the history and heritage of Tony Lama Boots, the brand will call on retail partners and consumers to help pay homage to Tony Lama Boots with in-store promotions and a search for the oldest pair of Tony Lama Boots out there. With the “Oldest Boot Contest”—which will run from January to March—the brand will call on consumers to prove they have the oldest boot in the country for the chance to attend the 2011 Wrangler National Finals Rodeo in Las Vegas. For retailers, the brand will implement “Lama Retail Days,” offering sales associates and consumers chances to win rebates, cash prizes, boots for their entire family, and for some, a trip to tour the brand’s El Paso factory.

For more information about Tony Lama Boots,


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