Cowboy hats, country music and rodeo culture are no longer confined to the American South. Across Britain, “cowboy-core” is rapidly becoming mainstream.
Television dramas such as Yellowstone, 1883, and 1923 have sparked a fascination that reaches far beyond the small screen. Audiences across the UK are being introduced to an idealised vision of rural American life.
Restaurants, rodeo-themed events, country-style nightlife and music festivals are booming across the country.
So what’s the attraction?
As James Bienvenu, a 24-year-old student, commented: “I love, love the vibe of country music and the bonding that rodeo-related events provide – surprisingly most of my male friends are big fans despite the fact they are proud rugby lads.”
Even the UK corporate sector has not been immune.
Last month, Texas quietly opened a trade office in London, seeking to attract British businesses with promises of low taxes and streamlined regulation.
“Made in Texas has never been a more powerful brand,” the State of Texas United Kingdom Office states on its website.
And the popular South by Southwest Festival (SXSW), which originated in Austin, expanded to London last year amid great fanfare, with the King and the Mayor, Sadiq Khan, in attendance. Even if its focus remained largely on tech, startup funding, and films, the publicity and export of the SW Americana brand can’t be ignored. Another SXSW is in the works for this summer.
The popularity of Southern comfort food is also helping country-style restaurants thrive, driven by a growing demand for fresh ingredients and a warm, relaxed dining experience.
Places like Lil’ Nashville Country Bar & Restaurant opened in Chiswick at the end of January.
“We have been expanding our offerings ever since,” said one staff member, who asked not to be named.
“We offer home-cooked southern-style food and a weekly line-up of line dancing lessons, two-step dance lessons, and music nights with social dancing. Friday and Saturday nights are especially popular with younger people.”
Perhaps the clearest sign of cowboy-core’s rise is the explosion of country music across the UK.
According to Official Charts, in 2024 alone, the UK saw a 67% surge in country music’s popularity year-on-year.
The BPI’s All About The Music 2025 report found that country’s share of the singles market grew to 1.6% in 2022 before rising to 3.3% in 2025.
It has reached billions of streams and accounted for 2% of the UK music market last year. Country music has become one of the fastest-growing genres in the UK.
As William Vail, 27, a former Sandhurst cadet and McGill University student, said: “I am someone who hates anything even remotely cringe. I would never have listened to country music a few years ago.
“I even like singing country music songs with my peers whenever possible, especially on long car trips.
“The lyrics are poetic, they’re about love, kindness, and sweetness, and it’s a welcome change in this cycle of bad news.”
Country music festivals are also drawing increasingly large crowds.
Festivals such as C2C (Country to Country), which launched in London in 2013 at the O2 and expanded to Glasgow and Belfast, continue to introduce UK audiences to country music’s biggest stars. The 2025 edition of C2C, headlined by Lainey Wilson, Dierks Bentley and Cody Johnson, has further cemented the genre’s growth.
Festivalgoer Camille Richards described last year’s event as “epic”.
“The music was awesome,” said the 27-year-old. “Everyone was wearing cowboy boots and hats, and it was electrifying and so much fun. I will definitely be going back.”
Baylen Leonard, Creative Director of The Long Road Festival (another hugely popular country music event), told Country Music UK publication: “It’s a golden age for country music in the UK.
“Whether it’s headline tours or festival line-ups from The Long Road or C2C, there are more opportunities for UK fans to dive into the world of country music and experience it first-hand.”
Major artists now sell out large UK venues, with many fans attending wearing cowboy hats and boots.
To a lesser extent, the influence of cowboy culture can be seen in British fashion.
According to The Guardian, since the release of the Cowboy Carter album in June 2025, Beyoncé fans have quickly adopted the rancher style, sparking a surge of interest in Western-inspired fashion.
On Vinted, searches for “western” were up 16% year on year, “rodeo” up 13%, and denim searches up 8%.
At PrettyLittleThing, searches for “cowboy jackets” reportedly surged by more than 600% ahead of Beyonce’s concert and demand for cowboy hats and boots increased by 85% and 53%, respectively.
So, after dining and dancing, music and fashion, could sport be the next area where cowboy core makes its mark in the UK?
Rodeos are big news in Texas, attracting huge crowds, booming music and cool outfits – as these videos show.
Source: Sylvie Richards
Source: Sylvie Richards
Even if rodeo remains relatively niche in Britain, Western-themed events and riding communities are growing steadily.
Traditional American rodeo is not explicitly banned in the UK today, but some of its practices – such as calf roping and the use of flank straps – violate UK animal welfare laws.
Organisations, including the UK Team Roping Association (UKTRA) and the British Rodeo Cowboy Association (BRCA), have adapted Western disciplines to comply with British regulations.
The BRCA has created a subculture of western riders in the UK, inspiring the younger generation to adopt the lifestyle of a working cowboy or cowgirl. They have become so ingrained in the American way of life that they have started farming and herding cattle across Bodmin Moor and Dartmoor rather than using modern farm machinery.
While still a marginal spectacle in the UK, rodeo events and Western-themed experiences are attracting attention, and they are hugely popular.
They function less as authentic sporting imports and more as immersive theatre – offering British consumers the chance to step briefly into the myth of the American frontier and try on the cowboy persona, if only for one night. While there is no single master list, over 40 specific rodeo-related, country-western, and barrel-racing events are listed in the UK for 2026, based on event provider Eventbrite.
As the Food, Drink & Events writer for Designmynight, Marcus Sanigar: “Whether you’re into cowboy core (yep, it’s a trend), or have Beyonce’s viral new hit Texas Hold ‘Em on repeat, there’s no denying that Stetson culture is sweeping the UK.
From live country music to the country-themed bottomless brunches with line dancing in tow…”
Why cowboy-core resonates in Britain
The rise of cowboy culture in Britain is not about being American. It’s about fantasy.
Social media has accelerated the trend, particularly among a younger audience who romanticise the aesthetics of rural American life through TikTok, Instagram and music culture.
“Cowboys”, goes the popular meme, “because no woman has ever dreamed about being swept off her feet by an accountant”.
@abigailparkinson_ Cowboys because no woman has ever dreamed about being swept of her feet by an accountant #zachbryan ♬ original sound – Canadian Finals Rodeo
And it’s also about being free.
In a country where every square inch is managed, hedged, and taxed, the idea of the open ranch is intoxicating.
But is this trend here to stay?
For decades, Britain has embraced American culture in myriad ways, but the recent rise of cowboy-core feels different, more personal, more widespread, and more enduring.
Young audiences are leading the shift, heavily influenced by social media.
Country music particularly looks like a real long-term shift. Major festivals and tours keep getting bigger.
Rodeo-related events are probably niche but are growing.
Western-inspired pieces are already becoming part of everyday UK fashion.
Overall, the cowboy core phase may be calming down, but country culture now seems to have a real foothold here.
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