Chili’s Turns Its Signature Booths Into Cowboy Boots in Unique Tecovas Collab

Chili’s and Western wear brand Tecovas are kicking off a Texas-sized collab by turning its red restaurant booths into limited-edition cowboy boots and belts.

Dubbed the “Booth Boots,” the collection comprises handcrafted leather products that merge fashion with the restaurant's history.

The bold partnership marks a rare physical crossover between a restaurant chain and a fashion label, with both brands hailing from Texas and sharing roots in hospitality, comfort, and storytelling.

"There's no place our guests would rather enjoy a Triple Dipper or frozen margarita than a red Chili's booth,” said Jesse Johnson, Chili’s VP of marketing.

“We thought it would be fun to celebrate this familiar piece of the Chili’s experience by turning it into something truly unexpected for our fans.”

Tecovas, known for its commitment to heritage craftsmanship, echoed that sentiment.

“The limited-edition Chili’s x Tecovas collection pays tribute to two American originals,” said Sam Fodrowski, Tecovas’ VP of brand and product marketing.

“It’s unexpected, fun, and crafted with the same care and attention to detail we bring to everything we do.”

The campaign was led by production house LOBO and directed by Marcos Wey.

From Booth to Boot

Each pair of Booth Boots uses real booth material sourced from Chili’s restaurants and features chili pepper stitching and premium leather construction.

The women’s edition ($345) is based on Tecovas’ best-selling "Annie" cowgirl boot, while the men’s version shares its silhouette with the Garrett boot.

Both feature Western-inspired details like deep scallops and snip toes.

Completing the collection is a matching $75 belt designed with chili stitching and a brass buckle.

The line drops July 29 exclusively at the Tecovas online store, while supplies last.

To support the release, the footwear brand will serve Chili’s margaritas on August 2 in select stores to turn your boot shopping into a full-fledged brand experience.

Overall, the project not only draws on each brand’s heritage but also refreshes their shared brand identity through a physical, wearable product.

If you ask me, it's a novel move in the restaurant space.

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What makes this campaign click for me is how committed both Chili’s and Tecovas are to the craftsmanship.

I like that it’s not just a one-off stunt or a concept boot that never gets made.

They actually went all-in on quality, product design, pricing, and the retail experience as a whole.

It's a reminder that ownable brand equity even for something as simple as a red booth can be a powerful product story when treated seriously.

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When a campaign is rooted in real craft, it sticks. These teams help restaurants create more than just buzz, they build stories: