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COWBOYS LIKE IT COMFORTABLE
Dudes flock to Porters of Arizona for fancy Western clothes, but the common cowboy is the backbone of their business.
by JOSEPH STOCKER
WHAT Saks Fifth Avenue is to milady, Porters of Arizona is to the American cowboy. For 75 years cowpokes have been jouncing across the sagebrush in saddles made at Porters, their barrel-stave legs encased in Porter chaps, flicking their horses' flanks with Porter spurs.
Today Porters stands as one of America's most unique merchandising institutions. At its flossy, ultra-modern stores in Phoenix and Tucson, or by mail, the cowboy and his wistful imitator, the Western dude, can buy anything from a $1 bandana to a $2,000 horse trailer, or even a $10,000 silver mounted saddle. CaUing itself "The West's Most Western Store" is no idle bandying of superlatives, for
Porters is as indigenous to the West as cactus and corral fences, buttons and bows.
Its operations and influence even reach well beyond the West. Bonwit Teller of Philadelphia recently installed an N. Porter Shop featuring ladies' leather knick-knacks with authentic Western brands flown in from Porters.
Porters also has gone global. With a mail order business adding up to a tidy string of figures annually, it sends its saddles across the sea to wind up under the pants of gauchos on the Argentine pampas, sheepherders in Australia and cowmen in Bolivia.
Not very long ago a French cattleman had trouble finding just the kind of saddle he needed. He chanced across a Porter catalogue, discovered that he could have a saddle made to his own measurements and ordered one. Then, because he was chary of entrusting his precious purchase to the transAtlantic mails, the Frenchman went all the way to Phoenix to take delivery in person!