• Online searches for cowboy hats, double denim, and bootcut jeans have all hit their highest rates in the last 20 years
• Western and cowboy outfit inspiration on Pinterest has soared for festival season
• Fashion expert reveals how to incorporate the style of the summer into your everyday wardrobe

A study by the fashion retailer boohooMAN has revealed that Western wear isn’t just dominating red carpets by the likes of Timothée Chalamet and Post Malone, but online demand for cowboy-inspired clothing has hit its highest demand in the 21st century. 

According to the analysis of Google Trends search data, searches for ‘cowboy hats’ have skyrocketed 197% worldwide this spring/summer, when compared against search volumes since tracking began. 

Table: ‘Cowboy Hat’ Google Trends Search Increase 

Other items that fit into ‘cowboy-core’ have also seen a dramatic uptick in demand this season. Interest in denim styles synonymous with the aesthetic, such as ‘bootcut jeans’ and ‘double denim’, have each experienced more than a 200% spike in searches, hitting their highest popularity in the last two decades, according to Google search data. 

‘Western shirt’ and ‘button up’ searches were also found to have surged 151% and 199% globally right now, compared to average interest since 2004. 

Those seeking a subtle, yet fashion-forward way to incorporate cowboy influence have appeared to increase too, with searches for ‘western belt’, such as those with statement buckles or decorative braiding, having surged by 92%, compared to the last five years. 

The researchers also revealed that ‘western outfit’ inspiration on Pinterest Trends has seen a 265% peak in interest right now, compared to the last 12 months in the UK and ‘cowboy outfits’ interest has seen a 63% spike since the beginning of the year. 

Table: ‘Western Outfits’ Pinterest Trends 

A style expert at boohooMAN commented: “Western wear influenced style appears annually, especially in festival season, with fringe jackets and cowboy boots, offering timeless options to elevate summer outfits. However, the search demand reveals that cowboy-core is seeing more popularity than we have seen in the last two decades. 

“For those wanting to add a touch of style in their day-to-day, adding a leather belt, with a western-style buckle or switching out your slim fit jeans for bootcut, with some brown boots, can offer an easy way to add a cowboy flair to your go-to looks.  

“Making small changes to your everyday wardrobe with accessories influenced by trending styles can help to build confidence in experimenting with fashion.”