Rodger and Jackie Chieffalo in front of the hat wall at the flagship location of Chieffalo Americana. (Photo by Kathy Tran)
Source:
The fall of 2020 was a wild time for Rodger and Jackie Chieffalo. The world was still in the throes of pandemic restrictions when the couple got married and opened a stylish urban western apparel store along Camp Bowie Boulevard in Fort Worth. Chieffalo Americana now boasts two swanky locations in Fort Worth (both on the bricks) ― as well as plenty of notoriety for its Fort Worth chic clothing, accessories, and home goods.
The store, which is one of Fort Worth’s best fashion brands, stocks the best collection of trending urban western fashion makers, plus bespoke accessories, and highly sought-after refurbished vintage cowboy fedoras anywhere. Plus, Robert Earl Keen is a big fan and a customer. More on that later.
Hard to imagine the wild ride the Chieffalo’s have taken these past five years since opening their Chieffalo Americana. The exploration and appeal of the urban western style and the growth of their brand are on a similar trajectory. Upward.
The original idea for Chieffalo Americana was to create a luxury brand with a distinctive Fort Worth style. Mission accomplished!
The flagship location of Chieffalo Americana can be found at 4698 Camp Bowie Boulevard, plus another location has taken up long-term residence inside the chic Bowie House for the past year and a half.
The Auberge Resort property is one of only three hotels in the state of Texas to be awarded a two-key ranking last year by the Michelin Guide. That makes the store’s long-term showcase in the hotel’s lobby space a special coup. You’ll find them featured at Bowie House until at least the end of August. And, here’s hoping well beyond that ― as it’s the perfect fit for that gorgeous, and consciously Fort Worth-styled space.
If you have been admiring those pewter napkin rings, which are shaped like a saddle, when you’ve dined at the hotel’s Bricks and Horses, Jackie Chieffalo has them sourced and in stock for purchase at Chieffalo Americana.
What began as a hobby of locating and refurbishing vintage cowboy fedoras quickly became an obsession for Rodger Chieffalo. With commercial real estate still his “day job” and an ownership stake in resuscitating two timeless local institutions ― both Roy Pope Grocery and Paris Coffee Shop ― Rodger is a Renaissance man. Always eager to dive head-first and learn all he can.
Chieffalo can tell you the history of these rancher-style short brims, also known as cowboy fedoras, from Amon Carter’s legendary Shady Oak, which was crafted by Fort Worth-based Peter Brothers, to Stetson’s famous Open Road mainstays, and Resistol’s version, which was called the San Antonio.
He has become an expert in repairing, shaping, and styling his vintage finds, sometimes even with antique ribbons ― and his collection is now highly sought after. Chieffalo explains, “The guy that owned the cattle wore a slim brim. The guy that worked the cattle typically wore a wide brim. This is where the term ‘all hat and no cattle’ came from.”
This three-inch brim style, Chieffalo says, was the preferred style in cattle-driving cities spanning the Midwest, from Chicago to San Antonio (and of course Fort Worth) from the 1920s through the 1960s. After a brief side-step, these hats are back in fashion in a big way.
His knowledge of these stylish, vintage cowboy hats is, simply put, encyclopedic, and every hat on Chieffalo Americana’s racks tells a story.
Of course, heritage hats are not all you’ll find in store. Not by a long shot.
Jackie’s extensive retail experience shows in the enticing layout and display of both Chieffalo Americana locations. More than inviting you in, Chieffalo’s variety and quality draw you in. Jackie says storytelling links the past with the future, and that’s one of her favorite parts of the business. She’s been adding meaningful discoveries including more home items, like Big Ass Candles by Bougie De Luxe.
And, the lobby store at Bowie House has influenced her buying habits in many ways.
“I call it … welcome to Fort Worth, you packed wrong,” Jackie tells Fort Worth Digital Diary. “So, we now carry swimsuits and have added lines that are more subtly western. Things out of town visitors can easily fold into their closet when they return home.”
“Not too yee-haw, cowboy,” Rodger adds. “Or things they’d never wear again.”
Over the years, pop-up events and trunk shows have led to lasting friendships with like-minded purveyors. You’ll find repurposed military jackets by Austin’s Kneaded Fashion, guayaberas from Texas Standard, stylish jeans by Trinidad3, and upcycled wear by Aquarius Cocktail. And for a cooler-than-most summer vibe, check out the collection of Dead Eyes vintage eyewear.
“It allows these cool brands to make smaller runs in our market,” Jackie says. “Everything is by small makers and about 99.9 percent made in America. It’s a bit of the old west mixed with new Americana.”
Pour Le Femmes is making products exclusively for Chieffalo Americana, including some breezy linen shirts for women. And, Rodger says his vintage rodeo belt buckles have been a huge hit recently. He removes the rodeo trophy specifics and rebuilds the buckles, installing fresh brass icons like mustangs, a rodeo queen crown, TCU horned frogs, and even a surfboard motif.
Fashionable accessories include jewelry, cufflinks, and silky wild rags, plus Western and fashion belt buckles and straps. Rodger has some very special, one-of-a-kind belt straps to choose from, and he is focusing more on men’s wear too, with plans for carrying a line of sport coats and French cuff shirts ― standard white and blue to mix with everything, as well as adding personality through vintage cufflinks.
The Chieffalo’s just appeared on a new episode of the iconic musician’s long-time podcast, which is fittingly named Americana. Robert Earl Keen launched his podcast in 2019, focusing on fellow musicians who further the genre in their music. And, after taking nearly a full year off, he’s back with more.
The newest episode takes off in a new direction for the podcast. It’s called “A Foray Into Fashion” and features Keen’s first conversation with non-musical guests, yet it sticks to his Americana theme precisely.
A regular performer at Billy Bob’s, the singer-songwriter was the first artist to be featured on the Americana Music Chart, after all. A genre that Robert Earl Keen, who is simply called REK by his many fans, embodies so well.
“His style is urban western, just like ours. He wears the same Western fedora hats,” they say. REK even sports a pair of boots that he purchased from Chieffalo Americana.
The podcast explores the overlap between fashion and music, and even tells the tale of Chieffalo Americana’s flashy, red Caravan of Dreams sign.
As the story goes, Rodger’s friend and musician Joe Ely, is known to be a sucker for cool signage. Ely, who played at Fort Worth’s Caravan of Dreams along with Robert Earl Keen (back in its hey-day), had the iconic sign stored outside on the prairie at his property.
Rodger Chieffalo spotted it and traded him two hats for it. After a bit of refurbishing, the conversation piece now lights up Chieffalo Americana’s flagship location, bringing back memories for long-time residents.
Americana encompasses a lot, and Chieffalo Americana continues to shape the conversation, exemplifying the Fort Worth style.
