Texas
How Two Sisters From Texas Bootstrapped A Luxury Cowboy Boot Brand, Miron Crosby
Miron Crosby flagship studio in Highland Park Village, Dallas
There’s a certain class of ultra-luxury brands that only a select few know about. These cognoscenti brands are ultra-exclusive, ultra-authentic and often ultra-expensive but also handcrafted for those who value ultra-quality.
That was the original definition of “quiet luxury,” until it morphed into a no-logos fashion look that everybody seems to be wearing these days.
Miron Crosby is such an original “quiet luxury” brand, but the product it makes is anything but quiet – bespoke, luxury cowboy boots. Miron Crosby serves a narrow niche within the wider luxury boot market, but that’s the thing about ultra-niche luxury brands. Its niche clientele pull others who want to be in the know into the brand’s orbit.
In true “quiet luxury” fashion, Miron Crosby whispers, it doesn’t shout. It’s become a thriving business that has grown into three stores, called studios, since its founding in 2017.
Its flagship studio is located in Dallas’ exclusive Highland Park Village. Houston opened last year in historic Lamar River Oaks center and in its first venture outside Texas, it has a studio in Aspen, CO where the quiet-luxury crowd flocks in the winter. Miron Crosby also has a thriving e-commerce business where you can design-your-own boots in your private jet.
“We are a fashion brand that makes cowboy boots and the fashion component is what really differentiates us,” shared co-founder Lizzie Means Duplantis with me.
“There was a total void in the market for handmade, hand lasted cowboy boots that were really ‘luxe’ and fashion forward, particularly for women,” though the company also offers boots for men and kids too.
Boots In The Blood
Lizzie is joined by her younger sister Sarah Means in the Miron Crosby adventure. They grew up on a far-flung cattle ranch outside Marfa, TX, which their family has run since 1884 – just a year after the fictional Yellowstone Dutton family set off from Texas to Montana, but I digress.
The company name is a take on their great-grandfather’s, Marian Otis Means, with Crosby coming from the name of a pasture on the ranch and it’s also their favorite street in SoHo.
Growing up, cowboy boots were part of the sisters’ ranch uniform, but being girls with an interest in fashion, they never settled for standard styles. They had a special insiders’ connection where cowboy boots were concerned.
Their cousins owned the Rios of Mercedes Boot Company in South Texas and the girls were able to design their own boots and play with colors and materials at an early age.
Rios remains one of Miron Crosby’s three valued manufacturing partners operating on both sides of the Rio Grande.
Winding Road Back To Texas
After attending an Austin boarding school, both sisters graduated from Texas Christian University in Fort Worth, then headed to New York City to make their way.
Lizzie’s first gig was as an intern in the marketing department at Forbes, which she turned into a full-time gig for five years. After that, she moved into finance at Goldman Sachs. Sarah followed a path in fashion, working for Loeffler Randall, which specializes in footwear.
But both women brought their cowboy boots along to NYC. “I was kind of Uptown and Sarah, as the creative one, was more Downtown, but we both wore our cowboy boots to work,” Lizzie said. “So I’d go to Goldman in my pencil skirts with my cowboy boots and Sarah did the same. Always people would stop us on the street and ask where they could get a pair.”
Sisters Sarah Means (L) and Lizzie Means Duplantis (R) in Miron Crosby flagship Highland Park … [+]
That early market research sat idle for a while as Lizzie returned to Texas, married, started a family and launched a furniture rental business. Sarah followed back to Texas shortly after, but to pursue a law degree at Texas Tech University.
“Being the bossy older sister, I finally sat Sarah down to talk seriously about the cowboy boot idea. I sold my rental business and used that money to fund Miron Crosby,” Lizzie said.
Sarah added, “It was a crazy time. Lizzie was pregnant with her third child and I was in law school so I had to commute back and forth to the store on the weekends.”
That was in 2017 and Sarah completed her law degree in 2018. But practicing law wasn’t in the cards. She immediately went full time to work at Miron Crosby.
Timing Right
The sisters’ instincts proved right as “cowboy chic” became a thing with the premiere of Yellowstone in 2018. “People are thinking about the West more than they were before, which only helps our category. We’re of the belief that rising tides lift all ships, and the more exposure to western wear the better,” Lizzie said.
While the company offers off-the-shelf selections, it’s known for bespoke personalization – having one’s initials or special date sewn onto the boot’s ear pulls or having a handwritten note transcribed into the liner of the boot.
The website also offers a design-your-own app where a customer can design their boots from a variety of features, colors, materials and styles. And a custom concierge service is available in studio or by phone to walk the client through creating their custom boot from the sole up.
Customization takes a bit longer for delivery, but then, the wait is part of the brand’s authentic luxury.
Taking It To The Bank
Miron Crosby has enjoyed remarkable success. Year-to-date, sales are running nearly 50% over 2023 and it increased the number of new customers by 69% in that time. About two-thirds of revenue is generated at retail, with the remaining one-third from e-commerce.
Growth like can strain an entrepreneurial venture, especially as the company was opening a new store in Houston last year. They found themselves strapped for cash but instead of turning to the venture capital markets, which Lizzie with her background would have no trouble navigating, they went to the bank for a loan instead.
“It was an interesting time trying to figure out what to do,” Lizzie shared. “We put a deck together and entertained the notion, but at the 19th hour we secured a bank loan and we’ve worked past that now. We ultimately decided we didn’t want to go the VC route and kept it in the family.”
Not being a cognoscenti in cowboy-chic style, I asked how many cowboy boots a woman can own and Lizzie said, “You’d be surprised. You can wear them any where, from work to date night to a wedding and knocking around town. But you’ll want to change them up depending on the occasion.”
Miron Crosby’s data proves that point. Some 47% of sales are generated from repeat customers.
Kicking Up Their Heels
Marilyn Monroe famously said, “Give a girl the right shoes, and she can conquer the world.” Boots are even more empowering and with the right pair of cowboy boots, she’s ready to take on the universe, just ask English-actress Kelly Reilly, who plays Beth Dutton in the Yellowstone series.
Beth is truly a kiss-@ss character and how better to do that than in a pair of cowboy boots. And what professional woman doesn’t want a bit of Beth to rub off on her? I don’t mean the conniving, vengeful, brawling Beth, but to have some of her fearless strength and take-no-prisoners attitude.
That’s what Lizzie channeled in her Goldman Sachs days when she made cowboy boots part of her work uniform. Now she and her sister Sarah are giving women the chance to feel that same cowboy-boot power through Miron Crosby.
Strong winds and humid conditions will make for an unusually warm Sunday in North Texas.
High temperatures are expected to reach 80 degrees in some areas, which is about 15 degrees above normal for this time of year. This warm weather will make for a balmy atmosphere for the Parade of Lights in downtown Fort Worth tonight, starting at 6 p.m.
However, the warm stretch won’t last. A cold front is expected to hit Monday morning.
Morning temperatures on Monday will start near what is typically a daytime high, similar to today. But as the cold front moves in, gusty winds from the north will cause temperatures to drop to the upper 50s by late afternoon – the first of two cold fronts expected this week.
So far, November has been remarkably warm, currently ranking as the fifth warmest on record from 1899 to the present. However, it won’t end that way.
The cold front arriving on Thanksgiving will drop temperatures down enough to require winter coats.
North Texas is anticipating a widespread freeze by Friday morning, with the Dallas-Fort Worth area forecasted to stay just above freezing during what is expected to be the coldest morning of the season. A First Alert Weather Day has been issued in preparation for the cold weather.
My Aggie loyalty started in high school, when my future alma mater mailed a poster of Bonfire to a ZIP code at the very top of Texas. That was about all the recruiting I received from Aggieland, but it was enough. That poster hung on my wall (between Michael Jordan and a Porsche) and I memorized the only words on it:
Some may boast of prowess bold,
of the school they think so grand.
But there’s a spirit can ne’er be told.
It’s the Spirit of Aggieland.
My enrollment at what was then the third-largest university in the nation was a sea change for me, and a culture shock. It’s when I stitched the High Plains together with the rest of Texas and started to get perspective about the history, personalities and traditions that shape our state. One of those traditions will be renewed Saturday when maroon and burnt orange take the field together, for the first time in 13 years, below the roar of the 12th Man.
This rivalry started in 1894, and was renewed 97 consecutive times from 1915 to 2011. Altogether, the game has been played 118 times. It used to unite the state, and it used to divide families. In recent years, jokes about tension over Thanksgiving dinner because of the A&M-UT game have been replaced by dread of Thanksgiving dinner over political talk. With the election behind us, it’ll be good for Texans to get back to the old ways.
This rivalry has created our state’s own version of mixed marriages. Kevin Scheible, one of my closest friends from college, married a member of the Longhorn Band. Kevin and Sharon live in San Antonio now. They’ve somehow made it work, though it’s an arrangement I would counsel most young lovers to avoid.
A dozen years ago, right around the time the rivalry was being suspended, my Aggie wife and I found ourselves in a Bible study group that was evenly split between Aggies and Longhorns. It included two mixed marriages. Those people are still some of our closest friends. Only the supernatural bonds of the Holy Spirit could have kept us from cracking in half. That, plus we don’t watch the game together.
College football has changed enormously since this game was played last, let alone since it was played first. The crowds are larger. The record size of the 12th Man is 110,663; this game will almost certainly surpass that.
The payouts are bigger too. The era of Name, Image and Likeness (NIL) sponsorships has created a breed that would have been unthinkable in 1894: millionaire college athletes.
Two of the 10 highest paid college athletes in the nation are Longhorn quarterbacks Quinn Ewers and Arch Manning, according to Yahoo! Sports.
In the new Aggie tradition of paying football personalities not to contribute, benched quarterback Conner Weigman will earn his $628,000 NIL valuation from the sideline.
But at least the venue will be simple. The Aggies play at Kyle Field, the state’s largest stadium, named after Texas A&M horticulture professor E.J. Kyle, who created the school’s football field in 1904.
In contrast, the name of the Longhorns’ haunt is something like Campbell-Williams Field at Darrell K Royal-Texas Memorial Stadium presented by Bud Light in association with Hemp-It-Up-America Political Action Committee.
Both schools have storied programs. The Longhorns have Darrell Royal, Earl Campbell, Ricky Williams and four national championships if you include the one in 1970 when they lost to Notre Dame in the Cotton Bowl but United Press International writers awarded them the title anyway because the media loves them. Some things never change.
The Aggies have Bear Bryant, Gene Stallings and Jackie Sherrill (for the purposes of this column, please forget the state of Alabama exists), as well as Heisman Trophy winners John David Crow and Johnny Football Manziel. When I was a student, Aggies claimed just one national championship, back in 1939. But then other schools started putting such achievements in big letters on their stadiums and we demanded a recount. Now, Aggies include the undefeated seasons in 1919 and 1927 under Coach D.X. Bible who later coached at, you guessed it, UT.
The rivalry has included its share of pranks. The official story (and by “official” I mean made up by Aggies) of how UT mascot Bevo got its name is that a group of Aggie students snuck over to Austin one night, long ago, after the horns had lost to A&M 13-0, and branded the cow with the score. In a mascot cover-up, UT students converted the 13 to a B, the – to an E and added a V before the 0 to create the name.
It is true that A&M beat UT 13-0 in 1915, and it’s true that some Aggies branded the mascot. But the brand-conversion part remains unconfirmed and Longhorns refuse to admit the obvious: that this is a terrific story that should live long in Texas lore.
For all the differences between these schools, there is still more that unites us than divides us, as it’s popular to say these days. Both institutions are doing important work in research and molding the next generation of Texas leaders. Aggies and Longhorns love their state. We love our schools. And we would love to see our rivals lose. Both school’s songs mention the other.
That poster on my bedroom wall would be as close as I would come to the real Bonfire until I stood on Duncan Drill Field watching it burn in the fall of 1991. My unit in the Corps of Cadets was known for building Bonfire. We had spent thousands of man hours in exhausting manual labor kindling Bonfire’s purpose: the burning desire to beat the hell outta UT.
I remember watching the news just a few years later, heartbroken by the loss of 12 Aggies who were making their own Bonfire memories when tragedy struck. Aggies everywhere remembered them this week.
Longhorns did too. I’ll never forget how Austin dropped the rivalry taunts and stood shoulder-to-shoulder with grieving Aggies in the wake of that tragedy. UT showed its class that year. The school canceled its Hex Rally, the ritual that traditionally preceded the game. The UT Tower went dark and the Aggie War Hymn was played there — the one that derides the “orange and the white.” It’s the only time in UT history that has happened, I’m told. At the game, the Longhorn Band played Taps, a fitting salute at a school with military roots.
Longhorn coach Mack Brown offered to postpone the game and he said he has shed tears over the loss of those 12 Aggies. His staff organized a blood drive. Brown was a great coach whose players would have run through a wall for him. In November 1999, I think a lot of Aggies would have too.
Two weeks ago, Mrs. Aggie and I attended a gathering sponsored by the Coppell Aggie Moms Club where we got to meet the Texana artist Benjamin Knox. Knox was in the Aggie Cadet Corps just a few years before I was. He went on to paint the school spirit at several Texas institutions, including commissions by the State of Texas, and the George Bush Presidential Library and Museum.
Knox showed us a new painting he created to mark the revival of this Texas Thanksgiving tradition. And because I accosted him after the meeting, he agreed to let The Dallas Morning News reproduce it here.
From a folded poster hung with thumbtacks to a work of art by one of Texas’ great painters, this rivalry has produced a lot of memorable images. If the Aggies don’t run out of time, I look forward to treasuring the image of the Kyle Field scoreboard Saturday, and sharing it with a few of my Longhorn friends.
Editor’s note: Over Sanders’ loud objections, this column was edited for a variety of blatant biases and subtle but consistent grammatical slights (such as the use of “tu”) that did not meet our editorial standards.
We welcome your thoughts in a letter to the editor. See the guidelines and submit your letter here. If you have problems with the form, you can submit via email at letters@dallasnews.com
A common theme for No. 22 TCU has been their complete dominance on their home floor this season. The Horned Frogs finished the year 14-1 at Schollmaier Arena. On Friday night, in front of over 3,000 fans, TCU swept Texas Tech (25-14, 26-24, 25-11).
The four seniors honored by TCU were Melanie Parra, Cecily Bramschreiber, Stephanie Young and Ashlyn Bourland. All four players found ways to contribute as Parra finished with 14 kills and seven digs. Bramschreiber filled up the stat sheet with four kills, four aces and seven digs. Both Young and Bourland got an ace.
Both teams traded points in the early going, but Bramschreiber sparked a 7-2 run to give the Frogs a 16-9 lead. TCU hit .417 in the first set and dominated the first set capped off by a Becca Kelley ace.
In set two, Texas Tech made things much closer jumping out to a 8-5 lead. A 4-0 run from TCU put them back in front. This set included multiple runs and it was Tech that got it to set point leading 24-22. TCU was able to end the set on a 4-0 run courtesy of kills from Jalyn Gibson and Parra paired with aces from Bramschreiber.
Trying to keeps things alive, TCU wasn’t met with much resistance from the Red Raiders in the third set. The Frogs kept up the pressure with multiple runs to build a massive 17-8 lead. Bourland picked up her first career ace and an attack error ended things.
It was a fun night for the seniors that played in front of the TCU crowd for the last time. The 14 wins at home tied the school record for most wins at home in a single season. They also picked up the most wins in a season since 2015. What Jason Williams has done for this program in such a short time has been remarkable to watch.
The Frogs move to 19-7 overall 11-5 in conference. They still are fifth in the Big 12 standings with two games to go. They will travel to Morgantown on Wednesday to take on West Virginia at 6 p.m. and then to Cincinnati on Friday at 1 p.m.
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