Howdy fam,
I am thrilled to announce Desperado’s first production release called the Golden Edition that features our women’s Western Rider Leather Jacket.
Many of you have known me for a lifetime, others a year and welcome to those who are new here. I embarked on this journey back in July 2023, about one month after starting Kellogg’s one year MBA program, and in just one short year here we are, finally launching Desperado. This brand to me is more than a venture, it is a way to honor the western way of life and be one of the first western brands that women can identify with.
In November 2023, we incorporated under the name Desperado Denim thinking we would be a denim brand but as the story unfolded, we found that leather spoke more to our narrative, embodying the rugged elegance we sought to capture. Desperado pieces are meant to tell the stories of the women who wear them, and we hope these leather jackets are worn while making memories and will last a lifetime.
In January 2024, I spent time at a tannery learning all about leathers and by February had meticulously designed and handcrafted our first women’s leather jacket in my 500 sq ft studio apartment. Come May, I traveled to León, Mexico, with my mom who joined me in running the business. There, we met the artisans who would bring these designs to life, ensuring every stitch was perfect and the quality unparalleled.
I would be remiss not to acknowledge the village it took to get to this point. Sixteen women bought into my vision over the last year and helped me build it from the ground up. I was also accepted into the Zell Fellows program at Kellogg and they became a second family to me this year, supporting me through the ups, downs and everything in between. To the individuals who helped me from the start, you know who you are - thank you.
This past June, I graduated from Kellogg and moved back to Denver, CO to be closer to my customers and boutiques I am selling to. Desperado will hit the racks this holiday season, but as a token of my gratitude, I’m offering a special run, the Golden Edition, for Desperado’s first fans. As part of this inaugural batch, each jacket will be uniquely branded with its production number and signed. And for the men who want to support this women’s brand, we’ve got a handsome, rugged denim button-down featuring our signature Desperado rodeo rose horseshoe logo.
Desperado isn’t meant to be for everyone, and that’s okay. If it’s not for you, all I ask is that you pass on the word to those who might love it and continue to follow along as we blaze this new trail.
Cheers y’all,
Lucy