If you’ve spent any time shopping for cowboy boots online lately, you’ve probably noticed something: some brands are everywhere. Instagram ads. YouTube sponsorships. Even running Super Bowl ads!
And that got me thinking...
If a brand is spending that much money on advertising, where is that money not going?
In my years of reviewing cowboy boots, trying dozens of brands, I’ve noticed a pattern. Some of the best boots out there advertise the least. They quietly let their retailers do the talking, and they put more money into materials and craftsmanship instead of marketing budgets.
So let’s talk about five cowboy boot brands that don’t advertise much at all but absolutely deserve your attention.
Why Do Some Cowboy Boot Brands Avoid Advertising?
This isn’t an accident.
The brands you see advertised the most often have the largest margins. That’s why they can afford to pay me 15–20% affiliate commissions and still make money. If a company can give away that much margin, there’s a good chance corners are being cut somewhere else.
The brands in this list work differently. Their margins are tighter, their commissions are lower (between 5%-10% for me), and their boots are generally built with longevity in mind. I still have affiliate links and promo codes for these brands but I make far less per sale. And honestly? I’m okay with that.
It's more important to me to support honest businesses who reinvest in fit and quality.
What Makes Fenoglio Boots a Hidden Gem?
Let’s start with Fenoglio.
Fenoglio is based in Nocona, Texas which is a town with deep roots in bootmaking history. Nocona boots were once famous for offering a huge range of width sizes, and Fenoglio now owns many of those original lasts. That means real fit options, from narrow to extra-wide.
Their boots are made in the USA and typically start in the mid-to-high $300 range for cowhide. Construction-wise, they blend traditional and modern techniques. You’ll find a cloth rib and a non-removable foam insole, which keeps things comfortable but prevents them from being fully traditional.
One standout feature? Their Ranch Tough outsole a rubber gum sole that behaves more like leather. It’s durable, slightly slick, and perfect for saddle or ranch work.
Fenoglio regularly scores 18–20 out of 25 in my rankings. Not perfect, but an excellent value, especially if you struggle to find your width.
Save 10% on Fenoglio Boots when you shop at CartersBoots.com and use code JEREMIAHCRAIG at checkout.
Why Are Black Jack Boots Considered Nearly Perfect?
Black Jack Boots is the real deal.
Founded in the mid-1990s by former Lucchese craftsmen, Black Jack boots are made in El Paso, Texas, and they’re traditionally constructed through and through. Channeled insole. Leather heel counter. Thick leather outsole.
Yes, they cost more. Entry prices usually land in the mid-to-high $400s but there’s a reason. These boots are built to last decades, not seasons.
In my scoring system, Black Jack frequently earns a 25 out of 25. That’s as high as it gets.
If you want a lifetime boot and don’t care about flashy advertising, Black Jack belongs at the top of your list.
Save 10% on Black Jack Boots when you shop at CartersBoots.com and use code JEREMIAHCRAIG at checkout.
Or save 10% on Black Jack Boots when you shop at TimsBoots.com and use code JEREMIAHCRAIG1 at checkout.
How Is Hondo Still Making Boots the Old-School Way?
Hondo Boots has been around since 1965, and they’re still doing things the way they always have.
Headquartered in El Paso but made in Mexico, Hondo boots are traditionally constructed with channeled welts, leather insoles, leather heel counters, and no synthetic filler. These are not typical León factory boots, they’re closer to vintage Tony Lama or Nocona construction than modern mass-market brands.
Their bullhide models usually start right around $300, sometimes a little under or over depending on the retailer. For that price, the value is outstanding.
Hondo regularly scores 23–25 out of 25 for me. They also offer a wide range of widths and styles, which is becoming increasingly rare.
If you want a boot that feels like it came out of the 1970s, in the best way, Hondo is it.
Save 10% on Hondo Boots when you shop at CartersBoots.com and use code JEREMIAHCRAIG at checkout.
What’s the Deal With the Anderson Bean Family of Brands?
The Anderson Bean family actually includes several brands at different price points:
- Horse Power Top Hand
- Macie Bean
- Anderson Bean
- Rios of Mercedes
Horse Power and Macie Bean sit at the entry level. These are made in Mexico and use modern construction. Synthetics, removable foam insoles, and composite components. They usually score around 18 out of 25, and are built similar to brands like Tecovas, but with more width options and better value.
Anderson Bean and Olathe step things up. These boots are made in the USA, use more traditional construction, and typically score 22–23 out of 25.
At the top of the ladder is Rios of Mercedes. Fully traditional, beautifully finished, and consistently earning 25 out of 25 in my rankings.
The strength of this family is choice. You can enter at the mid-$200s or climb into heirloom-quality boots without leaving the same ecosystem.
Save 10% on Anderson Bean Family of Brand Boots when you shop at CartersBoots.com and use code JEREMIAHCRAIG at checkout.
Are Cowtown Boots Real (and Are They Worth It)?
Yes. Cowtown Boots is real, and yes, they’re made in El Paso.
Cowtown may be the least advertised brand on this list, to the point where people genuinely ask if they exist. Their cowhide boots often start in the low-to-mid $200s, making them one of the cheapest USA-made boots you can buy today.
That price comes with tradeoffs. Foam insoles, fewer leather components, and less consistent quality control. Occasionally, a pair slips through that shouldn’t have.
Still, they usually score around 19 out of 25 for me and for the price, that’s impressive. If you want a USA-made boot on a tight budget, Cowtown is worth considering.
Save 10% on Cowtown Boots when you shop at TimsBoots.com and use code JEREMIAHCRAIG1 at checkout.
Is Buying Vintage Cowboy Boots the Best Value of All?
Honestly? Sometimes yes.
Vintage boots on the secondhand market can be incredible deals. eBay, ShopGoodwill, Facebook Marketplace, and Poshmark are full of boots made decades ago. Sometimes with barely any wear.
I recently picked up a vintage Tony Lama 6916 lizard wingtip boot for $31 original sole, original heel cap, almost no wear. After cleaning them up, they looked phenomenal (Join the Boots & Ballads Bunkhouse to watch the video).
Older boots were often built better, with thicker leather and more traditional construction than many modern alternatives. If you’re willing to hunt a little, vintage boots can stretch your dollar further than almost anything else.
What Cowboy Boot Brands Don’t Advertise That I Missed?
There are still great bootmakers quietly doing things right without chasing ad clicks or venture capital money. If you know one, drop it in the comments of my YouTube video about this topic. That helps everyone shopping for better boots.
At the end of the day, the best cowboy boots aren’t shouting at you from your phone screen or television. They’re earning their reputation one pair at a time by how they’re built, how they fit, and how long they last.
Put your money where your boots are.