Bernard “Rodeo Ben” Lichtenstein was the first celebrity Western-wear designer. Born into a Jewish family in Poland in 1893, he immigrated to America with his parents and siblings when he was fourteen. They settled in Philadelphia, where Lichtenstein opened his Rodeo Ben storefront and tailoring shop in 1930 on Columbia Avenue. He was soon designing finely tailored outfits for rodeo performers such as trick-shot artist Mamie Francis, and silver-screen cowboys Tom Mix, Gene Autry, and Roy Rogers. By that time, Rodeo Ben had become known as the Polish Jew Cowboy and relocated to a bigger shop on North Broad Street in Logan, where he continued to thrive for many years.

Drumming up business through mail-order catalogs, and personal appearances at rodeo arenas, Lichtenstein cultivated a coast-to-coast customer base that included country music acts. His top-notch reputation among rodeo champions led a dungaree manufacturer to commission a design for denim jeans specifically for use in rodeo competitions. Rodeo Ben designed what became Wrangler’s classic Original Cowboy Cut in 1947—a style that is now inextricably linked to the American cowboy and part of the uniform for countless country artists. He remarked, “As long as I make the right stuff in the East, they’ll buy it in the West.” Most of his creations are considered extraordinary works of art!
COLOR: Sunset
Our tees are preshrunk 100% ringspun cotton.
Please note: long sleeve tees are available in prairie dust only.
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