Paul Hedrick, a 28-year old Texan who went to Harvard then worked at McKinsey, decided to give the cowboy boot the Everlane treatment. A year ago, he launched direct-to-consumer brand called Tecovas. He works with one of the oldest boot-making factories and tanneries in the world in Leon, Mexico, to produce high-quality men and women’s boots that would ordinarily sell for $500. But by selling them on a website, he’s able to charge less than $200.
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