The so-called “Yellowstone effect”—a cultural phenomenon that stems from the popularity of the television drama “Yellowstone”—has become fashionable, making the wearing of Western clothing such as hats and cowboy boots increasingly popular across the United States.
According to one of the managers, this process will continue for at least the next few years.
Ian Rogers Kniffen, CEO of J Rogers Kniffen Global Enterprises, told Yahoo Finance Live (video above) that Western clothing “is going to take over the world in short.” With ‘Yellowstone’ and the spin-off ‘1883’ came the prequel ‘Yellowstone’ and ‘1923’ which was another prequel to ‘Yellowstone’. And they’re the most popular things on TV.”
Yellowstone’s popularity got a boost this fall when the Paramount Network (PARA) series premiered its fifth season. With 9.41 million viewers, the Season 5 premiere of Yellowstone finished fourth in network television viewers for the week of Nov. 7-13, behind only NFL football. And the enthusiasm about the show has led to a large number of people looking to emulate the style of the show’s iconic family—the Duttons—and their cowboy ranch.
Referring to one of the main characters of the series, Naifen said: Everyone wants to be Beth Dutton. “Everybody wants to meet Beth Dutton in a bar. And everybody wants John Dutton to be their dad. And that makes Westerns great.”
The show has not only led to a tourism boom in Montana, but also an increase in wealthy individuals looking to own land in the state. According to Kniffen, it could also help strengthen some public companies over the next few quarters.
Retailers like Boot Barn ( BOOT ), Levi Stauss ( LEVI ), Wrangler ( KTB ) and even Tractor Supply ( TSCO ), which sells Carhartt clothing, are all benefiting from the western wear trend, he added, especially because people who They don’t sell Carhartt clothes. Usually wear this style now you try it.
“People like me who used to wear it all the time wear it more,” Kniffen said. And they even show videos and fashion stuff of western clothes. [But] It’s not just western – it’s outward looking too. And we are witnessing its capture. And if you haven’t been invited to a denim and diamond party, you will be. And you have to wear boots and a western look. And that’s where we’re going right now.”
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Josh is a reporter and producer for Yahoo Finance.
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