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Who we are

rujo: Our story

Our Story

Introducing RUJO Boots

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Our Mission

Why we're here

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Made in León

True Cowboy Boots

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Our Name

What is a brand?

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Why RUJO?

Dare to compare

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Our story

Bringing a new brand of cowboy boot into the world is no small feat. When we started RUJO Boots, we had a vision for a brand that is so deeply rooted in the time-honored traditions of western bootmaking that it not only fits in with, but stands out amongst the blue bloods of the boot world. Bringing this vision to life required time; it required patience; it required research; and it required a single-minded determination to achieve and excel where other cowboy boot companies fell short.

The results speak for themselves: a collection of western boots that is proudly Texan, but remains true to the rich history which begot it. Every pair of RUJO Boots is uniquely authentic—a perfect blend of tradition and modernity—and is designed right here in our hometown of Dallas, Texas.

Our Mission

At RUJO, we are driven by the conviction that great cowboy boots should be accessible to everybody. However, achieving a price point that blows our competitors out of the water requires rethinking how people buy cowboy boots. This is why RUJO only exists in two places: on our website and on our customers’ feet. There are no middlemen, no markups, and no storefronts; every part of your boots’ journey from the factory to your door is completed by members of the RUJO team. This method allows us to keep prices low and go the extra mile after lesser companies have already hung up their spurs.

Made in León, Mexico

Our motivation to start RUJO was kindled by our passion for cowboy boots. After all, as native Texans, we were practically born wearing them. After lifetimes of being forced to choose from selections of overpriced and underbuilt boots, we decided to make with our own hands what we had always sought, but never found before.

Thus, we went to the source. We sought out the origin of the footwear which is so well-known and well-loved today: León, Mexico. Known as the Cowboy Boot Capital of the World, this city has the highest concentration of bootmakers on the planet, and is renowned for its premium quality leathers, hides, and master craftsmen.

It was in León that the first cowboy boots were made for the earliest cattle ranchers, known as vaqueros, in the 1700’s, and it was there that the tradition of the cowboy boot was born. Since then, the famed craftsmen of León have continued to make boots by hand for hundreds of years. They are, quite simply, the most experienced and most talented western boot makers on Earth.

Every stitch is painstakingly sewn, every peg is carefully hammered into place, and every fragment of leather is carefully scrutinized; yielding a finished product that is elegant, strong, and true to the roots from which it was born. Today, the name León is synonymous with a heritage of excellence that exists nowhere else in the world—a heritage that lives on in every pair of RUJO Boots.

When you lift the lid on a box of new RUJO’s, you are unpacking over two hundred years of American history, distilled and refined into the ultimate example of the modern cowboy boot. All that's left to do now is slip it on and savor it.

Our name

Years ago, ranchers and livestock owners would “brand” their cattle and horses to easily identify them and help protect against rustlers and thieves. Today, a brand is a word, logo, or symbol that consumers associate with a particular product or service.

Brands are established over time and earn—or lose—a customer’s trust and loyalty based on the quality and reliability of the product or service that they provide. At RUJO, we know how important it is to offer high-quality boots at high-value prices. It is the core of our story and the foundation of our brand. That will never change.

RUJO (pronounced roo-ho) is the Spanish word for “roar.” Our lion’s head logo is the visual expression and extension of these same ideas. Our “BE BRAVE” tagline appears beneath every instance of the logo and serves as guidance to our team as we tirelessly work to provide a better boot for a better price to everyone who joins us on this journey.

Why rujo?

We did our homework. We did the research. We know what makes a great cowboy boot. We know the competition and we know the prices that they charge. That’s why we started RUJO Boots. Sure, it takes money. But it also takes confidence. And we are confident that when you compare RUJO Boots—and the prices we charge—with the other “names” in the business, you will be pleased with your choice. Thank you for your consideration. Be Brave.

Our Story

Introducing RUJO

RUJO Boots was born out of a desire for high quality cowboy boots that don't break the bank. Our story begins with the goal of making A Better Boot for A Better Price.
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The beginning of Our Story

Bringing a new brand of cowboy boot into the world is no small feat. When we started RUJO Boots, we had a vision for a brand that is so deeply rooted in the time-honored traditions of western bootmaking that it not only fits in with, but stands out amongst the blue bloods of the boot world. Bringing this vision to life required time; it required patience; it required research; and it required a single-minded determination to achieve and excel where other cowboy boot companies fell short.

The results speak for themselves: a collection of western boots that is proudly Texan, but remains true to the rich history which preceded it. Every pair of RUJO Boots is uniquely authentic—a perfect blend of tradition and technology—and is designed right here in Dallas, Texas.

Our Mission

Origins and Inspiration

When we started RUJO, we set out with a mission to transform the way people buy cowboy boots. That's why we only exist in two places: online and on our customers' feet.
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Our Purpose and Mission

At RUJO, we are driven by the conviction that great cowboy boots should be accessible to everybody. However, achieving a price point that blows our competitors out of the water requires rethinking how people buy cowboy boots. This is why RUJO only exists in two places: on our website and on our customers’ feet. There are no middlemen, no markups, and no storefronts; every part of your boots’ journey from the factory to your door is completed by members of the RUJO team. This method allows us to keep prices low and go the extra mile after lesser companies have already hung up their spurs.

Made in León

True Cowboy Boots

At RUJO Boots, we hold ourselves to the highest standards of quality and authenticity. To do this, we had to go to the source: The Cowboy Boot Capital of the World, León, Mexico.
Read More

HandMade in León, Mexico

Our motivation to start RUJO was kindled by our passion for cowboy boots. After all, as native Texans, we were practically born in them. After lifetimes choosing from selections of overpriced and underbuilt boots, we abandoned the search for the perfect cowboy boot and instead, decided to make it ourselves.

So, our story takes us to the source. We sought out the origin of the footwear which is so well-known and well-loved today: León, Mexico. Known as the Cowboy Boot Capital of the World, this city has the highest concentration of bootmakers on the planet, and is renowned for its premium quality leathers, hides, and master craftsmen.

It was in León that the first cowboy boots were made for the earliest cattle ranchers, known as vaqueros, in the 1700’s, and it was there that the tradition of the cowboy boot was born. Since then, the famed craftsmen of León have continued to make boots by hand for hundreds of years. They are, quite simply, the most experienced and most talented western boot makers on Earth.

Every stitch is painstakingly sewn, every peg is carefully hammered into place, and every fragment of leather is carefully scrutinized; yielding a finished product that is elegant, strong, and true to the roots from which it was born. Today, the name León is synonymous with a heritage of excellence that exists nowhere else in the world—a heritage that lives on in every pair of RUJO Boots.

When you lift the lid on a box of new RUJO’s, you are unpacking over two hundred years of American history, distilled and refined into the ultimate example of the modern cowboy boot. All that's left to do now is slip it on and enjoy it.

Our Name

What is a brand?

To us, RUJO is more than just a cowboy boot company. Be Brave is not a tagline, it's a lifestyle. It is the two-word guide that motivates everything we do here at RUJO, and beyond.
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the meaning of RUJO

Years ago, ranchers and livestock owners would “brand” their cattle and horses to easily identify them and help protect against rustlers and thieves. Today, a brand is a word, logo, or symbol that consumers associate with a particular product or service.

Brands are established over time and earn—or lose—a customer’s trust and loyalty based on the quality and reliability of the product or service that they provide. At RUJO, we know how important it is to offer high-quality boots at high-value prices. It is the core of our story and the foundation of our brand. That will never change.

RUJO (pronounced roo-ho) is the Spanish word for “roar.” Our lion’s head logo is the visual expression and extension of this idea. Our Be Brave tagline appears beneath every instance of the logo and serves as guidance to our team as we tirelessly work to provide A Better Boot for A Better Price to everyone who joins us on this journey and becomes a part of our story.

Why RUJO?

Dare to compare

We know that you have many choices when you shop for boots. We also know that not all boots are created equally. If you want A Better Boot for A Better Price, shop at RUJO.
Read More

Find out Why We're the best

We did our homework. We did the research. We know what makes a great cowboy boot. We know the competition and we know the prices that they charge. That’s why we started RUJO Boots. Sure, it takes money. But it also takes confidence. And we are confident that when you compare RUJO Boots—and the prices we charge—with the other “names” in the business, you will be pleased with your choice. Thank you for your consideration. Be Brave.

RUJO Boots logo
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