From $200K A Year To Bootstrapping A Business

by Chris Illuminati
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Paul Hedrick had no problem wearing cowboy boots to work with a suit. The look wouldn’t seem odd in a place like Texas, but in New York City, it tended to get a couple a glances.

Hedrick was working at a consumer private equity firm and with increased responsibility came a higher paycheck — and the need for nice boots.

“I was wearing a pair I had bought for $500-600,” the 27-year-old Texas native recalls, “and I realized that cowboy boots were one of the few industries that didn’t have a brand I really liked or one that focused on quality and online, direct-to-consumer value.”

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