The Fort #380 - Paul Hedrick - Founder @ Tecovas - How Tecovas Became A Western Wear Empire
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Mar 11, 2025 
Paul Hedrick, the Founder of Tecovas, unveils the captivating story behind the leading Western wear brand known for its exceptional quality and unique retail experience. He shares the journey from consultancy to establishing Tecovas, emphasizing the role of radical hospitality in building brand loyalty. Paul reveals how they navigated challenges during COVID-19 and adapted their retail strategies. He also dives into the importance of maintaining brand integrity while exploring future ventures that resonate with personal passions.
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Tecovas Origin Story
- Paul Hedrick lacked typical entrepreneurial experience, instead pursuing creative arts.
- Rejection from business schools sparked his entrepreneurial journey with Tecovas.
Data-Driven Vision
- Hedrick's vision for Tecovas was driven by both gut feeling and market data.
- He discovered the Western boot market was larger than anticipated, with room for a premium brand.
Naming Tecovas
- The name "Tecovas" comes from a rock formation in Palo Duro Canyon, Texas.
- Initially disliked, Hedrick eventually embraced the name despite concerns about pronunciation and spelling.
