The crossroads where satire, 2000s silhouettes and print design meet, Cowboys of Habit is soon becoming a staple in the hot girl wardrobe. Made in England, the brand ‘offers a playful and satirical approach to fashion’ as the self-titled website states, with a mixture of nostalgic shapes, such as cropped and flared trousers similar to that of Carrie Bradshaw style, to an array of accessories, lighters and phone cases to make sure the look is solidified all throughout.
Even the brand name depicts the fun and somewhat reckless nature of the brand, and cowboys of habit they sure are. Reusing the same print onto different silhouettes allows the brand a new ‘mix and match’ feel- where even if you buy a different top or skirt set, they could be mistaken from being from their ‘sets’ section.
Starry eyes clown makeup sits upon the hips in their ‘Clowning around skirt/dress’ combination, reminiscent of the punk band ‘The Garden’ that many members of gen z love, their clown makeup adding another element to their performance.
Shock factor is perfectly used within the brands advertising- Jesus’s arse hides behind the photo of the brands ‘God Save the Cowboys’ zippo- even if you don’t smoke, you are tempted to click on the lighter just to see what else is going on in the oddly photoshopped background. If it really floats your boat, you may even be tempted to ditch the neon coloured whatever ice elf bars and pick up a Marlboro Light so everyone at the pub asks about your ‘Born to Rodeo’ lighter. Just make sure nobody pockets it, as it would have set you back £20.
With mesh and ‘naked’ outfits becoming increasingly popular, Cowboys of Habit have struck a gold mine with mesh eccentric prints- an untapped market that Depop girls selling 2000s printed tees have yet to break. As girls and nonbinary people start embracing their sexuality and nudity in our modern age (and also so called ‘weird-core’), Cowboys of Habit have created a niche that allows us to show off our birthday suit whilst also celebrating humour and art. Influencers such as ‘TinyJewishGirl’ on TikTok have been seen sporting the brand, and I would have to say, their audience, people celebrating eccentricity in fashion, would interlink perfectly with the target audience of the brand.
Reminiscent of the Lux Lisbon debuted by Heavn by Marc Jacobs in the past few years, the niche for large character prints rather than small dainty patterns is growing. Having iconography is becoming a large statement piece in fashion, paired with simple black tanks and shoes or even with a printed top- an outfit that’s on the rise, countering the simple clean ‘off duty model look’. We are moving away from the lifestyle of minimalism to the hedonism of maximalism, and I am sure that Cowboys of Habit will become a staple for our future wardrobes.
This quick shift to maximalism is prevalent in the distinction between Gen Z and Millenials, and also is relevant to our current society. After years of being stuck in our own spaces, maximalism (along with the somewhat sexual revolution we are having) has become a self-expression counter culture, where we are continuously embracing our loves and pushing away what we hate, and solely surrounding us with the things that bring us happiness. That’s why I believe the designs within Cowboys of Habit are so special and even intelligent.
Starting in 2021, the brands Instagram is filled with their clothing but also heavily edited memes in photo dumps- something I would suggest to follow them for even if you don’t enjoy their designs. The niche they have tapped into is so specific and new that, even at first initial glance, you know who their designs are for.
And, if you don’t get it at first glance, I am sure the photoshopping of their items onto new It Girl Julia Fox will tell you, the queen of us weird and expressive girls.
In one caption they state ‘Category is expensive Shein’, a satirical jab at the fast fashion company that is notable for their continuous copying of small brands’ designs. However, as people are becoming more and more conscious of where what they wear is coming from, knowing Cowboys of Habit is offering a sustainable, made and designed in England solution to the clothing we want, is a further bonus. Furthermore, it is nice to see a brand make a joke about themselves and not take themselves to seriously - I would suggest this makes them even more attractive.
Grazia UK published an article in May of this year interviewing Posh Spice herself Victoria Beckham sporting an ‘I Love Cowboys’ tee by the brand, with the tagline ‘I want to feel sexy again’. If this doesn’t show you the brands purpose I don’t know what will. The baby t is remiscent of the iconic pinterest photos of Britney and Paris Hilton sporting slogan tees in paparazzi photos, such as the iconic ‘DUMP HIM’ shirt.
Kendall Jenner has also been seen wearing their ‘J’adore Cowboys’ top in an Instagram post, which got the brand a lot of traction. I assume the French wording appeals to her more- chicer, or something like that.
Continuing on from my point about these fast fashion brands stealing young designers ideas, infamous brand Pretty Little Thing copied Cowboys of Habit iconic ‘1-800-Thotline’ print, ablazened on a top I can only imagine was incredibly poorly made and may melt in the washing machine. Instead of politely calling them out like some small designers, Cowboys of Habit posted a picture of two platform stilettos smashed into a windscreen captioned ‘Happy Saturday to everyone apart from PLT’. Even though it may have been more ‘respective’ of the brand to write a long message about the wrong doings of large fast fashion brands and their sweatshops, they got the message across plainly and simply, and one that we can laugh at. Tapping into this blunt humour that us in Gen Z have adopted is more relatable to their audience, and actually makes me wish to buy from the brand more- they're for the people.
This satire within the brands Instagram approach translates through their clothing, and the Instagram just boosts my love for them more with their blunt and funny Instagram captioning. I like to imagine the maniacal Maxine from the new cult film ‘X’ is behind the captions. It’fs nice having representation for us crazy girls, and its even nicer having clothes that match.
Words by Lucy Dennis
The crossroads where satire, 2000s silhouettes and print design meet, Cowboys of Habit is soon becoming a staple in the hot girl wardrobe. Made in England, the brand ‘offers a playful and satirical approach to fashion’ as the self-titled website states, with a mixture of nostalgic shapes, such as cropped and flared trousers similar to that of Carrie Bradshaw style, to an array of accessories, lighters and phone cases to make sure the look is solidified all throughout.
Even the brand name depicts the fun and somewhat reckless nature of the brand, and cowboys of habit they sure are. Reusing the same print onto different silhouettes allows the brand a new ‘mix and match’ feel- where even if you buy a different top or skirt set, they could be mistaken from being from their ‘sets’ section.
Starry eyes clown makeup sits upon the hips in their ‘Clowning around skirt/dress’ combination, reminiscent of the punk band ‘The Garden’ that many members of gen z love, their clown makeup adding another element to their performance.
Shock factor is perfectly used within the brands advertising- Jesus’s arse hides behind the photo of the brands ‘God Save the Cowboys’ zippo- even if you don’t smoke, you are tempted to click on the lighter just to see what else is going on in the oddly photoshopped background. If it really floats your boat, you may even be tempted to ditch the neon coloured whatever ice elf bars and pick up a Marlboro Light so everyone at the pub asks about your ‘Born to Rodeo’ lighter. Just make sure nobody pockets it, as it would have set you back £20.
With mesh and ‘naked’ outfits becoming increasingly popular, Cowboys of Habit have struck a gold mine with mesh eccentric prints- an untapped market that Depop girls selling 2000s printed tees have yet to break. As girls and nonbinary people start embracing their sexuality and nudity in our modern age (and also so called ‘weird-core’), Cowboys of Habit have created a niche that allows us to show off our birthday suit whilst also celebrating humour and art. Influencers such as ‘TinyJewishGirl’ on TikTok have been seen sporting the brand, and I would have to say, their audience, people celebrating eccentricity in fashion, would interlink perfectly with the target audience of the brand.
Reminiscent of the Lux Lisbon debuted by Heavn by Marc Jacobs in the past few years, the niche for large character prints rather than small dainty patterns is growing. Having iconography is becoming a large statement piece in fashion, paired with simple black tanks and shoes or even with a printed top- an outfit that’s on the rise, countering the simple clean ‘off duty model look’. We are moving away from the lifestyle of minimalism to the hedonism of maximalism, and I am sure that Cowboys of Habit will become a staple for our future wardrobes.
This quick shift to maximalism is prevalent in the distinction between Gen Z and Millenials, and also is relevant to our current society. After years of being stuck in our own spaces, maximalism (along with the somewhat sexual revolution we are having) has become a self-expression counter culture, where we are continuously embracing our loves and pushing away what we hate, and solely surrounding us with the things that bring us happiness. That’s why I believe the designs within Cowboys of Habit are so special and even intelligent.
Starting in 2021, the brands Instagram is filled with their clothing but also heavily edited memes in photo dumps- something I would suggest to follow them for even if you don’t enjoy their designs. The niche they have tapped into is so specific and new that, even at first initial glance, you know who their designs are for.
And, if you don’t get it at first glance, I am sure the photoshopping of their items onto new It Girl Julia Fox will tell you, the queen of us weird and expressive girls.
In one caption they state ‘Category is expensive Shein’, a satirical jab at the fast fashion company that is notable for their continuous copying of small brands’ designs. However, as people are becoming more and more conscious of where what they wear is coming from, knowing Cowboys of Habit is offering a sustainable, made and designed in England solution to the clothing we want, is a further bonus. Furthermore, it is nice to see a brand make a joke about themselves and not take themselves to seriously - I would suggest this makes them even more attractive.
Grazia UK published an article in May of this year interviewing Posh Spice herself Victoria Beckham sporting an ‘I Love Cowboys’ tee by the brand, with the tagline ‘I want to feel sexy again’. If this doesn’t show you the brands purpose I don’t know what will. The baby t is remiscent of the iconic pinterest photos of Britney and Paris Hilton sporting slogan tees in paparazzi photos, such as the iconic ‘DUMP HIM’ shirt.
Kendall Jenner has also been seen wearing their ‘J’adore Cowboys’ top in an Instagram post, which got the brand a lot of traction. I assume the French wording appeals to her more- chicer, or something like that.
Continuing on from my point about these fast fashion brands stealing young designers ideas, infamous brand Pretty Little Thing copied Cowboys of Habit iconic ‘1-800-Thotline’ print, ablazened on a top I can only imagine was incredibly poorly made and may melt in the washing machine. Instead of politely calling them out like some small designers, Cowboys of Habit posted a picture of two platform stilettos smashed into a windscreen captioned ‘Happy Saturday to everyone apart from PLT’. Even though it may have been more ‘respective’ of the brand to write a long message about the wrong doings of large fast fashion brands and their sweatshops, they got the message across plainly and simply, and one that we can laugh at. Tapping into this blunt humour that us in Gen Z have adopted is more relatable to their audience, and actually makes me wish to buy from the brand more- they're for the people.
This satire within the brands Instagram approach translates through their clothing, and the Instagram just boosts my love for them more with their blunt and funny Instagram captioning. I like to imagine the maniacal Maxine from the new cult film ‘X’ is behind the captions. It’fs nice having representation for us crazy girls, and its even nicer having clothes that match.
Words by Lucy Dennis
