Tru Western, the pioneer in authentic Western fragrances since 1969, unveiled a revamped Leather Vintage Label cologne collection. 

The refreshed line features a bold new look with genuine leather wraps, custom weighted caps, and an upgraded pump and spray, giving longtime fans a modern presentation of the scents. 

Ali Brewer, VP Brand Lead at Tru Western, said, 

“Deep Leather represents the next chapter of our Leather Vintage Label collection. We wanted to create a fragrance that delivers the true leather-forward olfactive that fans of the line have been asking for — rugged yet refined, versatile yet distinctive.”

As part of this relaunch, Tru Western introduces Deep Leather, the newest addition to the collection. Blending smoky leather, crystal salt, and black amber, Deep Leather evokes soulful campfire conversations under starlit skies. 

Each fragrance in Leather Vintage Label draws from authentic Western heritage — leather, wood, and open skies — reimagined for men who move effortlessly from boardrooms to outdoor adventures.

To bring the collection to life, Tru Western partnered with several modern men who embody grit and resilience.

Tru Western Celebrity Partners

• Buck Lunak: 3-time Indian National Finals Bareback Riding Champion and stuntman, known for fearless rides in cable’s TV show, Yellowstone, and its spinoffs.
• Alex Fichtler: Nine-year Navy SEAL veteran whose discipline and strength reflect years of elite military service.
• Kevin Ross: Muay Thai and Kickboxing World Champion, embodying the relentless drive of a fighter.
• Dakota Johnson: Professional Bull Rider and Army veteran, celebrated for determination and precision.
• Delon Parker: Professional Rodeo Cowboys Association (PRCA) Team Roper, ranch bronc rider, and third-generation cowboy, known for toughness and consistency in the arena.

From the rodeo arena to Navy SEAL training, these men showcase the resilience and strength that define this collection, bringing the rugged spirit of the West to every fragrance.

The Leather Vintage Label fragrance collection is available online DTC and on Amazon, and leading Western specialty stores nationwide, including Boot Barn and Cavender’s.

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