Renowned cowboy boot brand Lucchese is set to kick off its grand opening of a new flagship store in Downtown today, with a celebration poised to include live music and offerings from the El Paso Tasting Room. The opening festivities are scheduled to run from 10 a.m. to 7 p.m. at the store's location at 127 W Mills Ave., extending an invitation to the community to participate. KTSM reported the popularity of Lucchese for its handmade cowboy boots and the new store promises a comprehensive retail experience featuring a fitting room, a custom boot area, and even a hidden passageway leading to a tasting lounge.

Building upon its substantial presence in the city, the new Downtown store represents Lucchese's third outlet in El Paso, adding to their count of 20 other stores spread across Texas. Fallon Appleton, Lucchese’s senior manager of brand communications, emphasized the brand's deep-rooted history in El Paso, housing not only their manufacturing base but also their distribution center and customer service operations. According to KTSM, Appleton remarked, "It's where our boots are made. It's where our distribution center is. It's where our customer service is and we're just really excited to continue to expand here and be part of this community."

Visitors at the grand opening can anticipate exploring an extensive collection of Lucchese's latest styles, a step up from their factory outlets where one-of-a-kind pieces are typically found. Appleton informed KTSM that the new flagship store will provide a fuller apparel range for customers. Venturing beyond its signature handmade cowboy boots, Lucchese aims to dress its patrons from head to toe, offering a diverse apparel line designed to meet a variety of personal style preferences.

For individuals who have yet to experience the quality of Lucchese boots, this opening event presents a unique opportunity. Appleton extended a warm invitation, as reported by KTSM, "If people have never tried on a Lucchese boot, we really encourage people to come in, try and really feel the difference for yourselves. Our boots are handcrafted here in El Paso. They are made from the highest quality materials and so it's an exciting time to really come and feel the difference from boots made right here in El Paso."

Last week, viewers got a sneak peek into the new location thanks to an "Explore El Paso" segment produced by ARC featuring Bella Dillman. The segment highlighted the store's unique features, including a secret backdoor speakeasy, which adds a touch of intrigue to the shopping experience. As reported by KFOX-TV, the store sits conveniently across from the Hotel Paso Del Norte, providing easy access for both locals and tourists.

As a testament to the brand's commitment to fit and craftsmanship, the Lucchese store showcases its Rodeo Ready Collection, which can be seen basking in the glow of the color Red Luster at the downtown location. Customization is a critical aspect of the Lucchese experience; customers have the chance to tailor not just boots but also hats, ensuring a personalized and fitting homage to both fashion and functional craftsmanship. Images captured by Gaby Velasquez, as per El Paso Times, revealed a glimpse into the range of custom boots available at the 127 W. Mills Ave. store.