We are thrilled to unveil the teaser trailer for a captivating short film that pays homage to the legacy of Tony Lama Sr.✨ Step into the enchanting world of "El Hijo De El Paso" as we spotlight a charro's unwavering dedication and legacy, an icon of tradition and craftsmanship. Immerse yourself in the rich tapestry of storytelling as we journey alongside a previous advertising director who played an instrumental role in shaping the Tony Lama brand, Tony Lama's grandson - Joe Lama, and the skilled artisans from our esteemed El Paso factory. From each stitch to every brushstroke, these artisans breathe life into their creations with a profound sense of pride and a commitment to excellence, embodying the essence of Tony Lama's legacy. The short film invites you to embark on a journey that resonates with the heritage and spirit of the American West, a celebration of culture, craftsmanship, and community. Stay tuned for the premiere on September 15, 2023, at 7 p.m. CT on our YouTube ...