There’s a new name ridin’ into the Lasso corral — one that carries generations of stories, pride, and purpose. We’re downright thrilled to announce that Lasso now represents Ginew, the world’s only Indigenous-owned denim and workwear brand.

🪶 A Brand with Deep Roots

Ginew (pronounced Gih-noo) was founded by Dr. Amanda Bruegl (Oneida / Stockbridge-Munsee) and Dr. Erik Brodt (Ojibwe) — a husband-and-wife team who set out to build something honest, hard-wearing, and meaningful.

They’re not fashion moguls in the typical sense. They’re a family who believes in craft, heritage, and the stories that fabric can tell. Their designs draw directly from their Indigenous identities — weaving ancestral symbols, patterns, and values into each piece.

From selvedge denim jackets to wool caps and Wild Rags, Ginew blends traditional workwear with Native design and spirit. Everything they make has purpose. Every pattern has a story.

🧵 Culture and Craft Hand in Hand

Ginew collaborates with Indigenous artists from across Turtle Island (North America), supporting their work both creatively and financially. A share of every artist-collaborated piece goes directly back to the artist.

It’s not a token gesture. It’s a partnership rooted in respect, reciprocity, and pride. Ginew’s collections are living examples of how Native culture continues to evolve — powerful, contemporary, and full of life.

Much of their production is still Made in the USA, keeping craftsmanship close to home and quality high.

🎁 Ginew Arrives at Lasso

We’re kicking things off with a few handpicked favorites that capture the heart and grit of Ginew’s work:

✨ Gently Strikes Wild Rag

Meet the Gently Strikes Wild Rag, a scarf with as much history as style. Designed by Addie Roanhorse of the Osage Nation, this piece bridges the traditional and the modern — bright, bold, and full of meaning.

She’s known for her murals, prints, and textile art that celebrate Indigenous identity and storytelling. With this Wild Rag, she’s created a design that’s both visually stunning and culturally grounded.

Each scarf sold helps support Addie directly — a portion of every sale goes to the artist herself, helping her continue her creative work within her community.

Made from 100% cotton and sewn in the USA, the Gently Strikes Wild Rag can be worn a hundred ways — around your neck, under your collar, or tied cowboy-style when the dust starts flyin’.

A good Wild Rag used to be an essential for anyone working outdoors — for warmth, shade, or wiping off sweat and trail dust. Ginew brings that tradition back with art, pride, and color.

🧶 Merino Wool Watch Cap

Next up is the Ginew Merino Wool Watch Cap, the kind of headwear that works as hard as you do.

It’s 100% merino wool, soft as prairie grass and tough enough for cold mornings on the move. Each one’s knit in the USA, built to last season after season.

The cap fits snug, breathes easy, and carries that classic workwear look — a staple piece whether you’re stacking wood or watching the sun drop behind the barn.

🪡 Patches & Details

We’re also bringing in Ginew’s woven patches — small pieces of art that carry the same symbolism found throughout the brand’s collections. These patches tell stories of identity, heritage, and belonging — and they’re a fine way to add some spirit to your denim jacket or work coat.

❤️ Why Ginew Belongs at Lasso

At Lasso, we have a soft spot for brands that stand for something — makers who honor their roots, work with integrity, and build garments that outlast trends.

Ginew fits right into that saddle and we’re mighty proud to ride alongside them. Their values line up with ours — craftsmanship, respect for tradition, and a belief that quality never goes out of style.

You’ll find Ginew pieces — like the Gently Strikes Wild Rag, and the Merino Wool Watch Cap — right here at Lasso.

 

Stay true, stay curious, and keep ridin’ steady.

— The Lasso Posse 🐎

See our Ginew collection here
Find more of Ginew at ginewusa.com