Dreams are the royal road to the subconscious… but what happens when that road is no longer distinguishable from reality?

Born in 2020 as FashionMovesForward’s in-house label, the Midnight Rodeo’s stated purpose is to build a lifestyle brand through the production of garments equally covetable and well-crafted. Midnight Rodeo is a harmony of vintage and Western Americana - with a modern persuasion. Traditional staples are reimagined to create an impression that speaks across generations. The pillars of the brand are due attention paid to beautiful, classic shapes and an eye for the iconography of past eras. 

“You’re Not Dreaming”, our seminal collection, is an essential introduction to Midnight Rodeo. The collection is a distillation of 70’s cinema, Western Americana, and the vintage spirit of a bygone age. These motifs are embedded in our design vision and are reflected in the contemporary cuts and cinematic flair present in the collection. 

Inspired by a world of the past, isolated from the plagues of modern life, and charged by a spirit of nihilism, “You’re Not Dreaming” is a foray into the textures of a hedonistic lifestyle. Indulgence, debauchery, and a beautiful medley of madness underscore the opening chapter. We recognize the immortal charm of a perfectly weathered t-shirt. A cap you can wear at a casino or whilst clubbing. Boots equally fitted for leisure and luxury. These necessities slide easily into any man’s wardrobe and are enigmatic of our desire to re-energize the approach to everyday attire. Comfortable and cool fabrics clothe the individual ready for risk and eager for reward. 

Fueled by an obsession for photography, the Midnight Rodeo lookbook captures the stardust of a past era through a retro color palette.  Emblems of the old are contrasted by contemporary features, creating an impression of memories not yet born/yet to happen. Seasonal moods augment Midnight Rodeo’s wares but they are not constrained to the vagaries of weather. The collection offers one shirt, two hand-braided bolo ties, two caps, and two pairs of boots - items which supersede the seasonal calendar. 

With roots in Texas, New York City, and Las Vegas, Midnight Rodeo’s campaign film takes us on a journey with The M.R. Man - a muse for the first collection’s identity. Steeped in a sense of nostalgia, rawness, and reverie, the M.R. Man is an antihero in a theatrical fantasy. An enigma in his own right, the M.R. Man leads us through a cinema of the strange as if entranced by a lucid dream - fighting to recall the past, struggling to understand the present, and hoping to improve the future. 

The Collection will be available March 5th, 2021 at 12:30 PM EST on FashionMovesForward.com/shop