Direct-to-consumer (and now wholesale) western brand Tecovas is taking its hand at the workwear market. Today, it debuts the Tecovas Work Collection, featuring three performance styles. The LongHaul Waterproof boots aim to blend Western heritage with cutting-edge technical features.
Each boot is handcrafted with premium materials to withstand work environments and combine durability with comfort. The line introduces three technical designs:
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LongHaul Waterproof Wedge Roper Composite Toe ($245)
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LongHaul Waterproof Moc Composite Toe ($245)
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LongHaul Waterproof Square Composite Toe ($265)
Boots are fully waterproof, with Goodyear welt constructions, and meet the ASTM standards for safety toe, slip-resistance, and protection from electrical hazards. The LongHaul work collection integrates two of the brand’s key technologies:
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Total Energy Command (TEC): Combines a specialized footbed for enhanced comfort, non-woven insole with an integrated shank for added stability and safety, and high-performance eTPU filler that provides energy return and comfort.
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MuckOFF Tread: Designed for maximum traction, this anti-slip rubber compound features a self-cleaning design to prevent mud buildup.
The Western brand expanded its Rugged collection this past October, introducing three footwear styles that incorporate the TEC and MuckOFF systems. Both the Work and Rugged collections will be manufactured in Vietnam, which has grown to become the second-largest exporter of footwear globally. The dual launches follow a strong year for Tecovas, which opened 11 new retail locations in 2024 (bringing its total count to 42 by end of year).
In August, the brand also expanded into the wholesale market after nine years selling through its own DTC channels. For the initial rollout, Tecovas partnered with nine retail partners to distribute its products to 36 stores across 10 states. While the Work collection is not currently available for wholesale, the brand is looking to expand its retail presence in 2025. Together, these strategic initiatives reflect the brand’s strategy to corner the western and workwear markets.
