Chilis Offers Boots and Belts Crafted from Their Red Booths

Published: Wednesday, July 23, 2025 at 6:51 am

Chili's Teams Up with Tecovas to Create Boots and Belts from Restaurant Booths

In a surprising move, Chili's Grill & Bar is partnering with Texas-based footwear brand Tecovas to create a limited-edition line of cowboy boots and belts. The unique collection, dubbed "Booth Boots," is crafted from the same red material used in Chili's iconic restaurant booths, a familiar sight for diners for the past 50 years.

The collaboration aims to transform a recognizable element of the Chili's experience into something unexpected for its fans. The boots are handcrafted using traditional techniques, reflecting Tecovas' commitment to heritage craftsmanship. Alongside the boots, the partnership will also offer a matching "Booth Belt," featuring a brass buckle with a matte nickel finish.

The Booth Boots will be available in both men's and women's styles and will retail for $345. The Booth Belt will be priced at $75. The entire collection will be available for purchase online through Tecovas.com, starting July 29th.

This venture marks a creative marketing strategy for Chili's, leveraging its brand recognition and a nostalgic element to generate buzz and potentially attract new customers. The move also highlights the growing trend of brands exploring unconventional collaborations to engage consumers.

BNN's Perspective: While the concept is certainly novel, the high price point of the boots may limit their appeal to a niche market. However, the collaboration is a clever way for Chili's to generate publicity and connect with its customer base in a memorable way. It will be interesting to see if this unique product line resonates with consumers and if it leads to further innovative partnerships for the restaurant chain.

Keywords: Chili's, Tecovas, Booth Boots, cowboy boots, belts, restaurant booths, limited edition, marketing, collaboration, handcrafted, fashion, retail, online sales.

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