73Justin Boots, known for rugged, long-lasting boots for
working cowboys, remains the f lagship brand. But Justin Brands
includes other names.
- Nocona, founded in 1925 by Enid Justin. One of Joe
Justin’s seven children, Enid started working in her father’s
company when she was twelve. After her nephews moved
the family business from the small town of Nocona, Texas,
to Fort Worth in 1925, Enid set up a rival company in the
original locale. Against all odds, she built a success. Fierce
competitors for years, the two companies were joined under
the Justin name in 1981. Enid, who was then 85, reluctantly
agreed to the merger because of her declining health. - Chippewa,founded in 1901 as a maker of boots for log-
gers, today makes sturdy hiking boots and quality outdoor
work boots. It was acquired by Justin in 1985. - Tony Lama,which dates back to 1911, when Tony Lama,
who had been a cobbler in the U.S. Army, opened a shoe-
repair and boot-making shop in El Paso. The boots quickly
became a favorite of local ranchers and cowboys who valued
the good f it and long-lasting quality. In recent years, for
many the Tony Lama name has become synonymous with
high-end boots handcrafted from exotic leathers such as boa,
alligator, turtle, and ostrich, many with prices near $500. In
1990, Tony Lama Jr., chairman and CEO, agreed to merge
with archrival Justin.
Two groups of people buy Western-style boots: those who
wear them day in and day out, because they can’t imagine
wearing anything else; and those who wear them as fashion.
The f irst group is the heart of Justin’s customer base, but the
second group, while smaller, does have an impact on sales vol-
ume as fashion trends twist and turn.
When big-name designers like Ralph Lauren and Calvin
Klein show Western styles in their catalogs, boot sales climb. But
fashion is notoriously f ickle, and the company struggled in the
late 1990s. After a peak in 1994, the sales of Western boots
began to decline. In 1999, Justin’s stock price dipped below $13.
(Continued)