Breaking into the Boot Industry

For Justin Boots Product Designer Shelbi Tidwell, her path into the Western fashion industry was sparked by a moment most of us can relate to: a well-intentioned gift gone slightly wrong.

At just 12 years old, Shelbi opened a box on Christmas morning to find a pair of cowboy boots—boots she didn’t quite love. Her mother, teasing her for being so picky, remarked, “You should just design your own.”

Those words stuck, and years later, Shelbi would do just that—turn her eye for detail and her passion for Western heritage into a thriving career at Justin Boots.

Shelbi grew up immersed in the Western way of life, and cowboy boots were a staple in her household. But her route into the cowboy boot designing wasn’t exactly straightforward.

When she started college at Tarleton State University, she was undecided on her major. It wasn’t until she discovered the school’s fashion design program that she found her niche.

Though the curriculum focused mostly on garments, Shelbi put a Western twist to every assignment, setting herself apart from classmates who leaned toward high fashion.

Determined to bring her style into the real world, Shelbi sought out an internship. Thanks to a connection at Justin Boots, she landed a spot with the product development team—their first intern in that department.

Her hands-on internship spanned a summer and quickly became an essential part of her journey.

Each week, she reported back to her Tarleton professor with detailed summaries and, ultimately, a ten-page paper. Her notebook from that time, packed with daily learnings, still sits on her shelf today.

During her internship, Shelbi immersed herself in every aspect of the design process. She shadowed experienced designers, sat in on cross-functional meetings with marketing, sales, and vendors, and even got to contribute creatively.

Though college had never offered a “bootmaking 101” course, her background in garment construction proved surprisingly relevant.

The knowledge she gained about leathers, components, and construction techniques set the foundation for her full-time role at Justin, which she started shortly after graduating.

Shelbi’s transition from intern to trainee to designer happened organically. Her first full design project came with guidance from industry veteran Rodney Ammons.

He challenged her to complete the full design cycle—from sketching her own stitch pattern and selecting leathers to communicating with the factory and managing the spec sheet.

The result was a pair of boots designed just for her: a wide square toe silhouette featuring golden brown caiman, cowhide tops, and a vibrant turquoise and purple embroidered stitch pattern.

Though her personal style has evolved since then, that first pair remains a proud milestone.

Over the years, Shelbi has designed for a wide range of people, from everyday boot wearers to high-profile names. Whether it's legacy-driven collections or new product lines, her work speaks to both tradition and trend.

She’s been trusted with creating boots for Justin's sales team to proudly pitch, and she continues to develop designs that resonate with longtime loyalists and first-time cowboy boot buyers alike.

Her ability to understand both men’s and women’s markets gives her a unique edge, though she admits women’s fashion is more challenging because of its fast-paced nature.

In contrast, designing men's boots tends to be simpler and more consistent, which can be a creative reprieve in an otherwise rapidly evolving style landscape.

Shelbi’s design process is now both data-driven and deeply intuitive. She pulls inspiration from everywhere—Vintage pieces from the Justin archives, street style, social media, and even a stranger’s boots at the grocery store.

Her favorite moments are when she gets to breathe new life into decades-old designs, pulling retro and vintage influences from Justin’s archives and blending them with a modern twist.

But not every design makes it to the market, and that’s okay. Shelbi has learned not to take it personally when a style she believes in doesn’t move forward.

As a woman in a traditionally male-dominated industry, Shelbi has carved out her space with grace, grit, and a growing list of wins. Supported by her colleagues, she’s become a key player in Justin’s continued success.

When creative blocks hit, she knows how to reset—whether it’s through music, walks outside, or a break from the desk. Because for Shelbi, design isn’t just a job. It’s a way of thinking. Even when she’s off the clock, she finds herself noticing patterns, colors, and combinations that spark new ideas.

From sketchpad to shelves, Shelbi Tidwell is a testament to the power of persistence, mentorship, and a little bit of holiday honesty.

At Justin Boots, she continues to design with the same Western roots and hands-on spirit that got her started—and that’s something worth walking tall in.