In the heart of Tony Lama, a story of true craftsmanship unfolds, shaped by visionaries like Armando Romero. From 1973 to 2015, he led the way as our Advertising Director, infusing our brand with innovation and passion, creating the path that brought us to where we are today. By a fortunate twist of fate, Armando's journey intertwined with ours, his 14 years of advertising experience in a different realm merging seamlessly with our timeless heritage. Although new to cowboy boots, he found a common language in words and spirit with the skilled artisans who dedicated themselves to our factories. Armando's bilingual skills became a bridge that connected him with our deeply rooted Hispanic community. The generous and knowledgeable factory workers shared their secrets of boot creation and the sacred art of bootmaking, fostering a bond beyond mere craftsmanship. In embracing diversity, Armando's ability to connect with our team became the cornerstone of his success in captivating the hea...