Meet the new tech bro. He lives in Austin and wears Tecovas cowboy boots and high-performance, pearl-snap shirts.

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Standing by a row of baby angels with outstretched hands, he wears a cowboy hat with a pearl-snap Western shirt, an outfit that legions of ersatz cowboys in Austin are paying big bucks to achieve.

The point is to take the pearl snap shirt that has dominated Western wear and make it more versatile for the rest of the world. Teaming with Jay DeMarcus has the benefit of reaching a much wider ...

My grandfather always wore the classic western pearl snap. Whether my grandmother made it for him or whether he was gifted it for a birthday, Christmas, or what-have-you, he never strayed. Nowadays, ...