Since the beginning of the year, the number of cowboy-inspired contents has increased exponentially, bringing forth a trend defined as Cowboy-core. Undoubtedly, the Autumn/Winter 2024/2025 season of Louis Vuitton, presented and conceived by Pharrell Williams, kick-started this trend revival. The artist-designer reinterpreted workwear clothing through the lens of Louis Vuitton, with cowboy hats, frayed jackets, and belts taking centre stage. Not only that, but traditional Texan boots were also reimagined thanks to the iconic collaboration with Timberland. Other luxury brands followed the footsteps of the French maison, bringing the trend to the Spring/Summer 2024 catwalks; just to name a few: Moschino, Hermés, and Ralph Lauren. The world of music and entertainment also seem to unanimously embrace this trend, with international pop stars and models like Beyoncé, Bella Hadid, and Kim Kardashian already making the cowboy style go viral, turning it into a bold trend. The same charm can be found in the timeless Tex, the legendary Texas Ranger who perfectly embodies, for 70 years, the imagery of the Wild West in the collective imagination. Tex was an outlaw hero who fought for justice and freedom, battling both criminals and defending the weak. The brand enjoys very high awareness in Italy: it is known not only to fans of Bonelli Editore but also to those who have never read one of its comics. This makes its logo unmistakable, with very recognizable graphic covers, transforming it into a lifestyle icon. The luxury department store La Rinascente in Milan celebrated its 70th anniversary by dedicating all its shop windows to an immersive exhibition featuring products and gadgets, including clothing. Iconic western-style characters like Tex can be reintroduced and inspire collections that prominently feature wild and captivating prints, an example among all Pull & Bear, which has created a dedicated collection of t-shirts and sweatshirts with scenes seemingly inspired by Italian comics. Sabor wants to immerse itself in the atmosphere in an original way and explore the cowboy style with the most iconic character of all: TEX, offering a collection that celebrates the typical scenes of western iconicity and bringing its charm, colours, and atmospheres to future collections.