This 1970s advertisement produced by Quality Five Productions looks at the philosophy behind Tony Lama cowboy boots as well as how these high quality shoes are made. It is narrated and hosted by western star Rex Allen. Allen shows off the whole production process of making a new pair of boots and ends the film with the premiere of a new Tony Lama television commercial.
0:22 animation of General John S. Pershing on a horse 1:20 San Antonio, Texas factory of Tony Lama shown 1:29 people walking with different cowboy boots, 2:00 “The Tony Lama Story – Bootmaker to the West”, 2:17 Rex Allen speaks about company founder Tony Lama, Sr. who is shown in a photograph holding a pair of his famous boots. Allen sits at Tony Lama, Jr.’s desk 2:59 iconic scene of a boot-wearing cowboy on horseback on the range, and campfire nearby, 3:34 overview of the boot production at Tony Lama with a zoom in on different stations, 4:17 Allen in the materials warehouse speaking to the camera about the wide variety of leather types used. He showcases the ticketing system, and talks about the incredible variety of custom styles available to customers 5:48 overview of the different steps including cutting, cementing, pattern work and stitching using an industrial sewing machine 7:02 Allen observes an employee with a foot mold forming the sole and attaching it to the rest of the boot, 10:23 employee attaches heel to the shoe while Allen observes, 11:18 Allen tries on a new pair of boots, 11:36 Allen introduces Bert, Tony, and Billy Lama, 12:00 overview of different modles of boots, 12:21 Allen standing in front of an Arriflex Model S 16mm movie camera 13:14 a Tony Lama TV commercial featuring a wealthy couple who ride horses. The wife drives a Mercedes convertible, and she and her husband both wear Tony Lama boots, 13:46 Allen riding off on a horse, 14:08 produced for the Tony Lama Co. by Quality Five Productions.
Tony Lama Boots is a western boot brand founded in 1911 by Italian immigrant Tony Lama, who learned the leather and boot trade as boy, and who served the U.S. Cavalry as a cobbler. Lama’s boot designs eventually became extremely popular, and by the 1950s the company marketed them nationally. The brand was eventually acquired by Justin Brands, a Berkshire Hathaway corporation.
Rex Elvie Allen Sr. (1920 – 1999), known as “the Arizona Cowboy”, was an American film and television actor, singer and songwriter; he was also the narrator of many Disney nature and Western productions.
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