In the 1930s, two teenage brothers, Ernest and Martin Hochster, emigrated from Germany to New York City and began learning all aspects of the fashion process – from design and production to sales and marketing. By the 1940s, they had the talent and knowledge to start their own shirt company in Minneapolis – Westmoor Mfg Co.
Then in 1975, wanting to get closer to the consumer market, they made a giant leap to Texas. Whether it was because of that move, the Urban Cowboy fad, the second generation joining the family business, or of course its unique designs (perhaps a combination of all four), Panhandle Slim's shirt business blossomed.
It wasn’t until the 21st century that the third generation joined the company and created new labels, Rock & Roll Cowboy – a hip collection with fashion-forward shirts and premium denim, popular not just with cowboys and cowgirls but with people of all backgrounds and walks of life.
Today, Rock & Roll Cowboy is one of few privately owned Western apparel companies, and prides itself on creating fresh styles for customers in the ever-changing Western fashion world.