FASHIONED BY THE WEST
STEFAN SIEGEL REIMAGINES RODEO
From Paris Fashion Week to the American arena, Siegel is blending craft, culture, and community to redefine rodeo for a new generation.
Interview by Lindsay Hunter
Photography by: Trent Schlamp, Mikie Ericson, Tess Prata, Toni Stintzing, Audrey May, Steven Wood, Raul Esparza.
Born in the Alps of Northern Italy, Stefan Siegel built his career in the heart of the fashion world, with Paris Fashion Week and global brand platforms shaping his professional life. But it was during the pandemic, living in an Airstream and traveling across 30 states, that he stumbled into a different stage: the rodeo arena. What struck him wasn’t spectacle, but substance—craft, community, and culture that felt closer to couture ateliers than corporate entertainment. That discovery set him on a mission to reimagine the future of rodeo: preserving its authenticity while underlining American craftsmanship, modern horsemanship, and storytelling.
Background & Personal Journey
Can you tell us a little about your background and how you first became interested in rodeo?
I grew up in the Alps of Northern Italy, famous for horses, skiing and high-end fashion manufacturing, then spent my career building brands and platforms in fashion. Years later, in the U.S., I found Rodeo—not as a spectator sport, but as a working culture — as the traditional meaning of the word “Rodeo” – a round-up: celebrating culture, discipline, utility, pride in the hand-made. It felt closer to the studios and ateliers I knew than to “entertainment.” That bridge—craft to culture—is what hooked me.
What role did your travels across the country in your Airstream play in shaping your love and understanding of rodeo culture?
I lived a year on the road across 30 states. County arenas, sale barns, small-town diners. You learn quickly that rodeo isn’t a weekend costume; it’s its own economy. Feed stores, farriers, motels, makers, the whole network. Seeing that ecosystem up close convinced me this was a culture worth investing in and preserving it for the future in a way that it would underline these local ecosystems—as opposed to corporate sponsors and Made in China.
Were there particular moments or experiences on the road that made you realize you wanted to dedicate yourself to this world?
A few, the first one was when meeting a cowboy on the Circle Bar Ranch in West Texas, who was dedicated to all kinds of silversmithing, knife and spur-making. Each item was a piece of art. But no customer base outside of the ranch, no social media, and nobody to pass his skills and knowledge on to one day.
Then there were the kids hanging at the Rodeos across America, with a style I started calling ‘The Future West’. A mix of vintage, feed store chic and their raw faces, untouched by celebrity culture and European luxury brands. Finally, the dozens of ranchers and their family members telling me they were looking for something Made in America but could no longer find it. It was clear there was substance here, the industry just needed a better platform.
Passion & Perspective
What do you love most about rodeo—both as a sport and as a cultural tradition?
As a sport, for me it’s all about the horsemanship. Last December I was in Vegas for the NFR, one afternoon at the South Point Hotel I counted over 200 horses in the same warm-up arena. Not a single horse, not a single cowgirl or cowboy were anxious, it felt harmonious, and that’s how it should be. As a culture, people still show up for each other in person, they shake hands, they all dress up — it’s one of the last American rooms where generations sit together and speak the same language.
Rodeo has such deep roots in American history. How do you balance honoring tradition while bringing in fresh ideas?
The tradition of Rodeo is a showcase of disciplines, of culture, of art. The traditional round-ups (“rodear” in Spanish) were families, ranches and haciendas coming together. There were no energy drinks as sponsors, everything people wore was made within a few hundred miles from the arena and there was more socializing and less sitting in grand stands. That’s exactly what our guests want: leave the phones at home, come out and spend the day with good people and animals, experience Made in America and have a great time.
Reshaping Rodeo Culture
You’ve talked about wanting to revolutionize rodeo—making it safer, more sustainable, and more community-focused. What inspired that vision?
Frankly speaking: just seeing the empty grand stands at small-town Rodeos across America. We need to keep the fundamentals—but instead of a spectator sport, we modernize everything around them: better presentation, safety for horses and cattle, outstanding hospitality, independent musicians, how we tell the story about the hosting ranches and the riders who we invite in.
How do you see USA-made products and healthier treatment of animals playing a role in that transformation?
They’re the baseline. If rodeo celebrates skill, the gear should be American-made by people whose names we know. And if we say we respect animals, that must show up as footing, shade, rest, vet oversight, and event formats that prioritize their welfare—not just slogans.
What changes do you think are most needed in the industry right now?
Over 80% of the kids that were in line for a pony ride at our last Rodeo had never touched a horse in their life. If we want both the English and Western riding industries to stay relevant, we must open the doors and understand that kids grow up differently these days. If we don’t adapt, innovate and implement modern horsemanship, someone else will attempt to curfew the industry as it is already happening.
Community & Landowners
You’re very focused on supporting landowners—can you explain how your events and philosophy help them?
Nine out of the last ten Rodeos were hosted by private ranches across California, and we enjoy telling their history, getting to know the families and pretty much turning the pre-Rodeo marketing into a beautifully shot documentary about our hosts. Most of the ranches that have hosted us went on to book more events, weddings or increase their horse boarding capacity.
What does community mean to you in the context of rodeo, and how do you create that sense of connection at your events?
For me community is engineered overlap. I program demonstrations, workshops, panels, art, and music around the arena, so a family, a first-time visitor, and a pro all find their entry point. You come for the horses, you stay for the conversations, and go home with something made by a person, not a factory.
Looking Ahead
What’s your ultimate vision for the future of rodeo culture?
Make it a contemporary cultural platform—on par with film, fashion, and music—while staying honest to the work. Arena in the center, craft, education, and hospitality around it. Fewer barriers, higher standards.
If you could reshape the way the public sees rodeo in the next 10 years, what would you want that image to be?
I want it to be less caricature, less deep-fried corn and less American flags that are made in China. You should be able to bring someone from a major city, a local family, and a ranch kid—and all three feel like it’s theirs. Less sitting in grandstands, more experience, more conversation. I don’t want Rodeo to be an insular event for people on vacation in Montana, but something that celebrates the local culture, and people across America will fight for it to stay around for centuries.
Do you see rodeo as having a place in the luxury and lifestyle space? If so, what does that look like?
Yes, for me, luxury is craft plus scarcity plus story. A hand-tooled saddle, an Escaramuza dress, a pair of boots made in a small shop—that is luxury to me. IRON will soon package that world with US-based production and retail so the value is obvious outside the arena.
What’s next for you—any projects or events you’re especially excited about?
We’re in LA, and I’ve learned (the hard way) to never share my future ideas :)
Today, Siegel’s vision extends far beyond the arena. By spotlighting American-made craftsmanship, elevating animal welfare, and creating events that bring landowners, families, and newcomers together, he is shaping rodeo into a cultural platform that thrives on community. For him, rodeo is not just a sport—it’s a shared experience, a network of people and stories that can stand alongside fashion, film, and music. Rooted in tradition yet open to innovation, Siegel’s work is proof that when community comes first, heritage has a future.
