The newest addition to Tru Western’s Leather Vintage Label collection captures the rugged spirit of West Texas in a new campaign with country artist Braxton Keith. 

MARFA, Texas, Sept. 24, 2026 /PRNewswire/ — Tru Western, the pioneer in authentic Western fragrances since 1969, today introduced Leather Vintage Label No. 5 Canyon Echoes, the newest addition to its Leather Vintage Label cologne collection. Inspired by the rugged beauty of West Texas, Canyon Echoes brings the landscape to life through a distinctive blend of Desert Acacia, Cactus Water and Amberwood. To capture that same untamed spirit, Tru Western has partnered with Texas-bred country artist Braxton Keith, whose own raw, unpolished honky-tonk edge embodies everything Canyon Echoes was designed to evoke.

The fragrance was born from an 889-mile journey through West Texas, where the Tru Western team traveled through the Big Bend region and Chihuahuan Desert to experience firsthand the vast landscapes, rugged beauty, and wild spirit that define the region, while exploring the native plants that thrive there.

At the heart of Canyon Echoes is Desert Acacia, a native plant known as “The Protector.” Desert Acacia shelters wildlife, provides nesting and nourishment, and thrives against the harshest conditions, rocky hillsides, extreme temperatures, and prolonged drought. Its resilience mirrors the enduring character at the core of Leather Vintage Label. Using Givaudan’s Scent Trek™ technology, the team captured the plant’s aroma in its natural environment without harvesting it, bringing an authentic element of West Texas into the fragrance. 

Clean and expansive like the first breath of a Texas morning, Canyon Echoes blends masculine Desert Acacia and crisp Cactus Water with warm Amberwood, creating a balance of ruggedness and comfort. 

“Canyon Echoes is a true expression of the landscape that inspired it,” said Ali Brewer, Brand President at Tru Western. “Braxton was the perfect person to help us tell this story. Having grown up in West Texas, he knows the terrain, culture and character of the region firsthand, bringing an authentic connection to the place that inspired Canyon Echoes.” Shot against the landscape that inspired the fragrance, the campaign draws on Keith’s own connection to the region and the land at the heart of Canyon Echoes.

“West Texas will always be home to me, and it’s a big part of who I am and the music I make,” said Braxton Keith. “That’s what made working with Tru Western on Canyon Echoes feel like such a natural fit. The brand celebrates the West in a way that feels authentic to where I come from, and this fragrance captures the landscape and spirit of a place that means a lot to me.”

Leather Vintage Label No. 5 Canyon Echoes ($50) is now available at TruWestern.com, and leading Western specialty stores nationwide, including Cavender’s.

About Tru Western
Since 1969, Tru Western has been crafting fragrances that capture the raw spirit of the American West – a place where stories are lived, not told. Our scents are built on a foundation of modern craftsmanship and thoughtfully sourced ingredients, designed to evoke the feeling of open skies, worn leather, and rugged landscapes. Each fragrance carries a sense of history, infused with warmth, a hint of wildness, and the familiar comfort of home.

Made for those who live between tradition and the modern world, whether on the ranch, in the city, or somewhere in between, Tru Western continues to carry the West forward, one scent at a time. Tru Western’s portfolio includes leading brands in cologne and perfume like Yellowstone, Wrangler, and Rodeo Soul. For the cowboy in all of us.

About Braxton Keith
Named one of “2026’s Artists to Watch” by Amazon Music, Rolling Stone and more, Braxton Keith continues to cement himself as “one of country’s hottest rising stars” (Holler). Praised for “leading country’s new class of twang” (Rolling Stone), Keith released his critically acclaimed debut album, REAL DAMN DEAL, in May. The album, which blends traditional country with a modern Texas edge, earned spots on Billboard’s “Top 50 Albums of 2026 So Far” and Goldmine Magazine’s “Best 12 Country Albums of 2026 (So Far).” Keith wrote 10 of the album’s 15 tracks, showcasing his signature mix of Western swing, heartfelt ballads and two-step anthems.

Currently on the road with his headlining REAL DAMN DEAL TOUR, Keith will bring his live show to rodeos, fairs and festivals across the country and will join Gavin Adcock on 10 dates of The Day I Hang It Up Tour this fall. In January, he’ll kick off his nearly 40-city TOLD YOU ONCE TOUR 2027, his most extensive headline tour yet. For tour dates and more information, visit BraxtonKeith.com and follow Braxton Keith on TikTok, Instagram, YouTube and Facebook.

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SOURCE Tru Western