Justin Mitselmakher is a production assistant for NBC Nightly News.
It started as an April Fools’ Day prank: Kin Apparel, an athleisure brand known for hair-protecting, satin-lined hats and garb, announced via Instagram that its next drop would be satin-lined cowboy hats. But the post resonated. Deeply. Within 24 hours, hundreds of comments accompanied 1,000 people signing up for the waiting list of a prank product. Founder Philomina Kane saw the rise in “cowboy core” from Louis Vuitton’s fall/winter runway to Beyoncé’s latest album, “Cowboy Carter.
In shopping with her, Moses wants customers to know they’re “not just another number.” Cornell University Africana studies professor Riché Richardson said part of country apparel’s mainstream embrace among Black communities can be traced to Beyoncé’s producing a version of the genre that’s inclusive — and not steeped in Confederate undertones.
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