Did the popular series trample on tradition or breathe new life into the Western industry?

This opinion piece came at the perfect time with the latest release of part 2 of Season 5 of Yellowstone, the TV series. While things have cooled off in the two years since the show last aired, the “Yellowstone Effect” has taken the country by storm, and there’s no denying its transformative impact on modern Western culture. Thanks to Taylor Sheridan’s blockbuster series, Yellowstone, and its spinoffs like 1883 and 1923, cowboy hats, rugged landscapes, and the allure of “real cowboy life” have captured the mainstream imagination. But this isn’t just a passing trend — it’s an aesthetic and cultural revival reshaping everything from fashion and real estate to the way people think about the American West.

First, let’s talk about the fashion boom. It hasn’t been uncommon in the last several decades to see “cowboy fashion” swirl in and out of mainstream fashion, but for the last several years, it seems like it’s really taken hold. I am finding that cowboy boots are no longer just reserved for rodeo grounds; they’re strutting down city streets, paired with designer outfits and making waves on social media. Western wear brands are seeing record sales and even luxury designers such as Louis Vuitton, Ralph Lauren, and Prada are hopping on the trend, debuting collections filled with cowboy hats, fringe, denim, and bolo ties. But while the look may have gone upscale, the sentiment remains raw and authentic, mirroring the gritty realism that Yellowstone has popularized.

Beyond fashion, the “Yellowstone Effect” has spilled into real estate. Ranch properties and land in Montana, Wyoming, and other Western states are seeing a surge in interest from city dwellers craving wide-open spaces and a simpler, rugged lifestyle. The romanticized vision of cowboy life portrayed in the series — filled with sweeping vistas, horse riding, and a strong sense of family legacy — has inspired a new wave of migration, even if the realities of ranch life are far from the romanticized Hollywood version. This area of popularity does come with its downsides. Unfortunately, as we see more and more thousand and hundred-acre land plots go up for sale, there aren’t any more ranchers buying up those plots of land, but just folks looking to snag a piece of heaven. Can I blame them? Absolutely not, but with the American rancher number dwindling by the day, I would love to see a more sustainable plan put into place for folks NOT coming from California or New York, who truly want to play a part in feeding America instead of jumping on a trendy lifestyle. 

Getting into the nitty and gritty here, the Yellowstone phenomenon has also sparked conversations of “Are you cowboy enough to be included in the club?” The cowboy club, that is. While I love our industry, we are terrible gatekeepers. I think there’s merit in respecting tradition, but keeping our cards close to our chest will only result in an industry that fizzles out because there isn’t any new blood coming in. 

I’ve said this before and I will say it again, I don’t care how they get here, but if folks are interested in our way of life, I will go out of my way to share it with them. That includes explaining rodeo rules, sharing about our lifestyle, culture and the stories told to me around the campfire. Not everyone is privileged to grow up in this industry, so I think it’s time to open our arms to those who are curious enough to step outside of their comfort zone to go to a rodeo or a country concert or buy a cowboy hat. 

Love it or hate it, the “Yellowstone Effect” is here to stay, reviving the spirit of the West for a new generation. Whether it’s inspiring people to lace up cowboy boots, move out West, or simply tune in for another season of high-stakes ranch drama, it’s clear that the modern cowboy fantasy has become a defining feature of contemporary culture. And perhaps, in a world where tradition and modernity often clash, this blend of grit and glamor is exactly what we need.

Have your own thoughts on the “Yellowstone Effect”? Feel free to email me directly at krysta@tengallontalk.com