Born from the iconic American West of the 19th century, the Cowboy mythology embodies the archetypical hero's journey: that of a reluctant frontier warrior who, despite the odds, heeds the call to carve out his future with bare, callused hands.
He is romanticized and idealized by those who crave freedom but are unable or unwilling to undertake the fierce struggle required to secure it.
The Wild West of the 1800's has vanished but Cowboy Attitude ("one against the world”) persists in the wild streets, opulent penthouses and rural towns of America. Today's cowboys still live close to the ground, clawing at the edge of civilization and possibility. Consciously or not, they evoke an ancient spirit that connects us to a shared past and untold possibilities for the future.