TONY LAMA: THE LEGENDARY COBBLER FROM FT BLISS
Tony Lama, a child of Italian immigrants, learned the shoemaking trade from his uncle in Syracuse, New York. After serving in the US Army in El Paso as a cobbler, he decided to open a boot repair shop in the Texas border town. As the Army phased out horse soldiers, Lama turned to making boots for dandies, cowboys and ranchers in the area, and in 1912 the Tony Lama Boot Co, was formed. By 1961, Lama was producing 750 pairs of boots a day – by 1990, 2,200 pairs a day.
Tony Lama has outfitted thousands of urban cowboys, ranchers, and wild West wannabees – as well as Popes, presidents and rock stars.
In 2000, Warren Buffet, a rockstar and rebel in his own right, bought Tony Lama, Justin, Nocona and Chippewa.
Its Good To Be King
Lama’s most famous boots were the series of El Rey (the King) boots. The first pair were made in 1961 to commemorate Lama’s 50th anniversary. With 14 karat gold and 50 diamonds, they were valued at $5,000. El Rey II boots, with 14 karat gold and 60 diamonds, were valued at $10,000. El Rey I and II were stolen in 1970 while on tour.
El Rey III, made from alligator skin with English calf tops inlaid with fourteen karat gold and 80 diamonds (17 karats worth) in 218 settings, is valued at $32,000. The stones were set by two jewelers who spent 70 hours setting the stones, fusing the special staples used to mount the settings.
The EL Rey IV , a commemorative fourth-edition El Rey boot covered in 100 diamonds and rich 14 karat gold buckles, raised the bar even higher. 100 diamonds for 100 years. The one of a kind large gold buckles and diamond studs were designed and created by Susan Eisen, El Paso jeweler. The boots are made of the finest grade leather with gold leather accents and soles, and studded with yellow gold and diamond rounded style bezels and stars, and large yellow gold buckles and shields commemorating the anniversary.
Both El Rey III and El Rey IV travel with armed guards when on tour, and are stored under lock and key at Lama’s headquarters when not touring.
Happy Birthday, Texas-style
When America celebrated its two hundredth birthday in 1976, there was no shortage of patriotic memorabilia from star spangled tractors to toilet paper.
Tony Lama’s homage to the Bicentennial, Texas style? Blue Bicentennial boots with inlaid eagles and the “76” date. Inside the boots were stamped July 3, 1976.
What Are They??
Perhaps Lama’s most highly debated and short-lived boots were the Teny Lama which debuted in 1984. Louis Lama, president of the company and designer of the new boot, explained, “My salesman came back from Dallas complaining that everyone was wearing tennis shoes these days. We decided to westernize the tennis shoe.” Collaborating with Ignacio Garcia, art director for Admar Inc. (the boot company’s advertising agency), the Teny Lama was born.
When the Teny Lama was first introduced, the response was loud and long laughter until someone actually tried them on and discovered how comfortable they are. When Bob Eubanks, game show host and rodeo fan, wore them on television, the orders started pouring in. A.J. Foyt, the race car driver, outfitted himself and his whole crew in Teny Lamas. Willie Nelson’s band stopped in to be fitted. And Redskin running back John Riggins saw a picture of them and ordered a pair.
Now discontinued, the Teny Lama has become a collector’s piece