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Automotive Licensing: Luchese’s Cowboy Boots Are ‘Ram Tough’

Ram Truck drivers like both their vehicles and their boots to be just as tough as they are.

Now, the Ram Truck brand is partnering with legendary Texas bookmaker Lucchese to create a line of premium Western boots. Lucchese says the line is inspired by the craftsmanship and quality materials that are hallmarks of the 2021 Ram 1500 Limited Longhorn 10th Anniversary Edition.

Three boots for men and two for women have been created through a partnership between Ram Trucks and the legendary Texas bootmaker Lucchese Boots.

“We’re excited to launch our design collaboration with premium boot maker Lucchese, showcasing again how the Ram Truck brand takes great pride in delivering a high level of quality and craftsmanship in every product delivered to customers,” says Marissa Hunter, Ram Truck Vice President of Marketing, North America. “This one-of-a-kind collection brings together these two high-end brands, drawing inspiration from the premium materials featured inside the Ram Limited Longhorn 10th Anniversary Edition.”

The handcrafted boot collection includes five styles of Ram-branded boots, with three for men and two for women.

“With any partnership Lucchese enters, we look for shared values and common purpose,” says Doug Hogue, Vice President of Product and Marketing for Lucchese. “Ram Truck clearly exemplifies a drive and desire to provide the highest quality and most premium experiences to their customers. At Lucchese, we feel the same. Together, we have been able to celebrate the beauty and craft that unites us through the western lifestyle.”

Just as Ram Truck is a beloved brand in the Great Plains of Texas, so too is Lucchese a renowned brand, known for its durable products and its fine Western-style designs.

The founder of the company, Salvatore Lucchese, was born in Sicily as the son of a local shoemaker, and emigrated to the United States with his brother Joseph in 1882, arriving in Galveston, Texas. The brothers later moved to San Antonio, where they set up a bootmaking shop at Fort Sam Houston, a United States Cavalry School in San Antonio. Ever since, Lucchese has been the go-to store for cowboys and ranchers in the US, as the modern boots are just as tough as those worn by the US Cavalry in the days of the Wild West.

The full collection is available now for pre-order at

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