Alvies Boot Company Partners with Russell’s Western Wear to Expand Presence in Booming Western Wear Market

Austin’s modern bootmaker joins forces with Florida’s trusted Western retailer to deliver authentic style nationwide

DALLAS & TAMPA, Fla.--(BUSINESS WIRE)--Alvies, the Austin-based brand known for blending authentic craftsmanship with modern comfort, today announced a new partnership with Tampa-based retailer Russell’s Western Wear. The collaboration, made possible through the Shopify Collective platform, brings Alvies’ line of handcrafted boots, accessories, and apparel to Russell’s established customer base of Western wear enthusiasts across Florida and beyond.

With Western fashion surging in popularity, demand for high-quality, high-value boots continues to grow. Each pair of Alvies boots is handmade in León, Mexico, combining time-honored bootmaking traditions with modern comfort features that make them wearable anywhere, from the dance hall to the ranch.

“The Western fashion market is ripe with opportunity, and we’re excited to expand the Alvies reach in innovative, data-driven ways,” said George Baker, Managing Partner of 2 the Moon Ventures “This partnership with Russell’s strengthens both companies shared commitment to delivering craftsmanship and value to Western wear enthusiasts, while driving growth for both brands.”

“I’ve always believed boots should be made to live in, not sit in the closet,” said Alvie Faulkenbery IV, Founder of Alvies. “Working with Russell’s means more people get to two-step, road-trip, and make new stories in a pair of Alvies. That’s what boots are for — living in.”

Russell’s Western Wear has built a trusted reputation since the 1960s for curating cowboy boots, work boots, apparel, and accessories. Through the Shopify Collective integration, Russell’s will now have real-time access to Alvies’ product lineup, including new releases, while streamlining sales and fulfillment to better serve customers.

“We are dedicated to creating an exceptional eCommerce experience for our customers,” said Israel Gonzalez, eCommerce Manager at Russell’s Western Wear. “Partnering with Alvies allows us to bring fresh, authentic Texas styles into our assortment, further enriching the choices we offer to our loyal customers.”

About Alvies

Founded in Austin, Texas, Alvies is a modern Western brand on a mission to bring soul back into boots. Every pair is handcrafted in León, Mexico, using time-honored techniques and premium materials. Known for blending authenticity, comfort, and a bit of Austin’s playful spirit, Alvies boots are built for wherever life takes you. Learn more at alvies.com and follow along on Instagram and Facebook.

About Russell’s Western Wear

Russell’s Western Wear is a family-owned Western lifestyle retailer headquartered in Tampa, Florida. Since the 1960s, Russell’s has offered an extensive selection of boots, apparel, and accessories for men, women, and children. With nine store locations across Florida and a robust eCommerce platform at russells.com, Russell’s proudly serves Western wear customers nationwide. Follow Russell’s on Facebook and Instagram.

About 2 the Moon Ventures

2 The Moon Ventures is a Dallas-based investment firm founded by entrepreneur George Baker. Focused on scaling high-potential consumer and technology brands, the firm combines capital with strategic operational support through its Strategic Resources Group. Its portfolio includes innovative companies such as Tiff’s Treats, Hari Mari, Goat Fuel, Rujo Boots, WashMetrix, and Alvies. Learn more at www.2theMoon.Ventures