Lizzie and Sarah Means grew up on a cattle ranch in rural Texas. The sisters spent much of their childhoods customizing their own cowboy boots. Following early careers in finance and fashion, they decided to introduce their designs to a fashion-conscious, largely female audience that values both design and authenticity. Thus began Miron Crosby, a footwear brand that effectively caters to growing demands for “quiet luxury” by selling bespoke, handstitched footwear.

The success of Miron Crosby also benefits from the rising popularity of alt-country music and western-inspired clothing styles. But the key appeal that the Means sisters promise, and that Miron Crosby delivers, is the possibility of owning a personalized, unique pair of boots, crafted by hand, by artisans. Buyers who seek luxury offerings that set them apart, in a demure way of course, clamor for the chance to select from the range of colors and styles available from Miron Crosby, and then get the company to personalize their order even further. 

Reflecting such popularity, Miron Crosby boots can be seen both on the runway and off. The designer Prabal Gurung launched a highly lauded collaboration with the brand. Celebrities in various sectors—from the musician Kacey Musgraves to the model Gigi Hadid to the actor Beth Behrs—count themselves as fans and appear in various media reports wearing their personalized boots. 

Exhibiting their marketing savvy, the Means sisters have worked hard to capitalize on their free publicity, while also continuing to market strategically to their ideal customers. For example, the founders pursued and entered into a partnership with Neiman Marcus. The luxury retailer will feature an exclusive offering of celestial-themed Miron Crosby boots in its famous annual Christmas Book. At a retail price of $28,000, the footwear come with a complimentary reading from Dua Lipa’s astrologist—a wink and a nod to the reemerging popularity of horoscopes, alongside the ever-present obsession with celebrity culture, even among ultra-wealthy consumers. It’s a sort of “IYKYK” branding that signals Miron Crosby’s effective marketing strategy.

The Means now appear more focused on expanding their luxury label. For example, a third physical location recently opened in Aspen, where the local clientele offers the perfect mix of new money in the hands of outdoors enthusiasts who might need boots to trek over snowy sidewalks. This location follows its first two stores in Dallas (also the original home of Nieman Marcus) and Houston, which appear in exclusive, wealthy neighborhoods. When asked about the brand’s plans further into the future, the founders raise the possibility of tackling the very concept of high fashion and romanticizing the silhouette of the cowboy boot, especially as it exists in American history. 

Discussion Questions 

1. As a consumer, are you part of the Means’ target market? Would you consider investing in a pair of Miron Crosby boots? What makes them appealing, and alternatively, what dissuades you? 
2. Could Miron Crosby undertake a product line expansion and introduce more affordable versions of its boots?

Sources: Caitlin Clark, “How Miron Crosby’s $28,000 Fantasy Boots Became a Neiman Marcus Reality,” D Magazine, November 11, 2024; Pamela N. Danziger, “How Two Sisters from Texas Bootstrapped a Luxury Cowboy Boot Brand, Miron Crosby,” Forbes, October 21, 2024; Stephen Garner, “How Miron Crosby Is ‘Bringing the Cowboy Boot to the Fashion Table’ as It Eyes Growth,” Footwear News, December 2, 2021