Popular thought suggests that a cowboy never changes. And yet 175 years of history suggests otherwise. In fact, time has shown that it is a cowboy’s willingness to adapt, to adopt and to improvise that determines their success and often ensures their survival.

Since the mid-1800’s, the cowboy has stood tall as the defining symbol of the American west – an enduring icon of faithful stewardship to the land they work, the livestock they serve, and a way of life founded on hard work, high character and simple truth.  And though the world around them is ever-changing and increasingly complex, the heart and character of the cowboy remains the same.

You see, cowboys live by a code. A code as old as Texas itself and one that demands discipline, integrity, self-sacrifice and the willingness to choose a “hard right over an easy wrong” every time. A code that places the needs of another above their own and that insists that they take care of the things that take care of them – even when that is hard or inconvenient.

The cowboy before you has lived a full day. And he’s tired.  Bone tired. The kind of tired most people never feel in a lifetime. And though he knows spent, he knows he’s not done. And so, before he heads to the bunk house to tend to his own well-earned needs, the cowboy takes his horse to water.

Cowboys don’t bow to fatigue.  They don’t pull up short. And they never leave the day’s work undone.   Cowboys carry on until done is truly done. 

This is their code.

And in Texas, the Cowboy’s code still holds.