Tecovas: Paul Hedrick

How I Built This with Guy Raz

Guy Raz | Wondery

Business

4.8 • 31.1K Ratings

🗓️ 19 May 2025

⏱️ 77 minutes

🔗️ Recording | iTunes | RSS

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Summary

Western wear is having a moment – and so is the upstart Western brand Tecovas. Founder Paul Hedrick is a Texan who realized that cowboy boots were either too expensive or too cheap, so he decided to create a premium brand with an attainable price. He traveled repeatedly to the cowboy boot capital of the world – León, Mexico – to obsess over every detail, and later he expanded his DTC business to make a surprising bet on brick-and-mortar stores. Today, beyond boots, Tecovas sells jeans, shirts, dresses, hats, and bags, and this year, the company expects to do more than $300 million in sales.

This episode was produced by Alex Cheng with music composed by Ramtin Arablouei. It was edited by Neva Grant with research help from Iman Maani. Our engineers were Patrick Murray and Robert Rodriguez.

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Transcript

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0:00.0	Wonderie Plus subscribers can listen to how I built this early and ad free right now.
0:05.7	Join Wonderly Plus in the Wondery app or on Apple Podcasts.
0:10.0	I talk to lots of business owners every day, and one thing I hear over and over and over again
0:16.8	is that they can't imagine all of their success without the talented people they hire.
0:22.6	In fact, I found my amazing videographer using Indeed.
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2:06.0	Whether you're starting or scaling your company's security program, demonstrating top-notch security practices and establishing trust is more important than ever.
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	...

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