About Us
El General Western Wear was born in 1988 in Los Angeles, California, founded by Mexican migrants from Guanajuato with a dream: to share the pride, craftsmanship, and style of Mexico with those who never forget where they come from.
From humble beginnings to becoming a trusted name in western wear, we’ve stayed true to our roots. We’re still a family-owned business—no outside investors, just generations working side by side, driven by honor, courage, and loyalty.
How It Started
El General Western Wear began with nothing more than a dream, a car trunk, and a deep love for México.
In the late 1980s, our founder—a migrant from Guanajuato—started selling imported goods out of the trunk of his car in Los Angeles. He brought in the products that Mexican immigrants missed most—things that reminded them of home, long before you could find those items easily in the U.S.
One thing kept coming up over and over: boots. That demand sparked a bold idea—why not bring in Mexican-made western footwear and do it right?
What started on a street corner grew into something much bigger: a full-scale wholesale operation and eventually our own factories in México, where we continue to produce high-quality western wear—made by artisans, worn with pride.
Today, El General is still family-owned, still connected to our roots, and still here to serve la comunidad with the same heart and hustle as day one.