About Us

Raised behind the rope of Pro Rodeo Hall of Famer Cotton Rosser and the legendary Flying U Rodeo — the national stock contractor trusted to supply the best bucking stock to every major rodeo in the country — Latigo was built for the ones who don’t just wear the hat. They’ve earned it.

Cotton didn’t just run the show — he set the standard. He taught me that rodeo isn’t just entertainment, it’s a way of life. He showed me that every bronc, every bull, every steer carries the weight of tradition, and every cowboy who nods his head in the chute better carry it too. He taught me how to rope, but more than that, he taught me what it means to hold on when everything in the world is trying to buck you off.

That kind of upbringing doesn’t wash off. It gets under your skin. It brands you. And it’s the reason Latigo exists.

Because this isn’t about style. It isn’t about fashion statements or weekend ranch tourists who slip on a pearl snap once a year for the county fair. Latigo is built for the ones who live it every day — when the cameras aren’t on, when the stands are empty, and the only applause is the creak of leather and the snort of a horse in the dark.

It’s for the early risers who know the sound of gravel under boots before daylight.
For the fence stretchers who’ve cut their hands on barbed wire more times than they can count.
For the ones who can smell the storm coming before it breaks over the ridge.
For the cowboys who’ve bled through gloves, sweat through shirts, and shown up anyway — because the work doesn’t wait. It doesn’t care. It just needs doing.

Latigo isn’t western-inspired.
It’s western-bred.

The name itself says everything. A latigo is the strap that holds your saddle true — the piece of leather you don’t ride without. It’s the tie between you and the animal, the one thing that keeps you steady when the ground is trying to throw you. It’s simple, strong, and absolutely essential. That’s the same way we aim to be.

Reliable. Rugged. Built to hold strong through heat, dust, rain, and miles.
Made for the kind of folks who don’t quit.
Made for the kind of life that doesn’t allow it.

Latigo isn’t for show ponies. It isn’t for posers. It’s for the ones who still shake hands with grit in their palms. For the ones who measure a day not by the hours on the clock but by what got done before the sun set. For the cowboys and cowgirls who carry the weight of a tradition that can’t be bought, faked, or borrowed.

You can’t just wear western.
You have to live it.
And if you’ve lived it — you know Latigo.