Tecovas: The "Radical Hospitality" Architect of the New Western Frontier Founded in 2015 by Paul Hedrick and headquartered in Austin, Texas, Tecovas is a premier Western lifestyle anchor for Tier-1 Lifestyle Centers, High-Street urban corridors, and Mixed-Use developments. Entering 2026 under the leadership of CEO David Lafitte (formerly COO of Deckers Brands), Tecovas has successfully evolved from a digitally native bootmaker into a national premium lifestyle brand. The 2026 retail model—defined by its "Radical Hospitality" prototype—is a sensory-driven environment featuring in-store bars (serving complimentary beverages), custom leather-branding stations, and boot-shining stands. Following a strategic 2025 expansion into New York City and a major shift into Wholesale partnerships (e.g., Murdoch’s, Lebo's), Tecovas now operates more than 50 permanent locations across the U.S. For landlords and developers, Tecovas acts as a powerful "New Western" anchor, attracting a younger, affluent, and "Western-curious" demographic that prioritizes artisanal craftsmanship and a communal shopping experience.