Challenge: Texas is full of cowboy boot makers—it is Texas, of course. In the minds of consumers, Lucchese stands out for its perceived quality and intricate details, but the history of the brand and its close relationship to the state of Texas is less known.
Insight: The start of Lucchese dates all the way back to the 19th century, when two brothers from Italy left Europe for the United States. They arrived in Texas, and began handcrafting leather boots in a shop in San Antonio. Over the next century and a half, their clientele expanded to include Texas royalty like George Strait and the Dallas Cowboy Cheerleaders, but their commitment to Old World quality has remained.
Solution: "State of Mind" combines the classic, rugged nature of the Texas cowboy boot and the high-end quality of European craftsmanship, just as Lucchese brings hundreds of years of shoe-making experience to a cowboy boot brand that is iconically Texan.
