It probably doesn’t come as too big of a surprise that cowboy boots aren’t typically sold online. So where is the modern cowboy supposed to shop? This week we’re talking to a founder who carved out a DTC market for western wear.  Paul Hedrick, the founder of Tecovas joins Dom and Becca to discuss the marketing strategy they came up with to change the perception of shopping for cowboy boots online and how the company has expanded to brick and mortar stores.