Booming Western Wear Company Moving to Downtown Schulenburg

Iron Oak Apparel Company, one of the fastest growing western wear outfitters in the nation, is moving to downtown Schulenburg.

The company launched in 2020 with a vision by Schulenburg natives Keith Kruse and Marc Novick to create a “country boy polo shirt” with western designs and pearl snaps instead of buttons.

“It started off with an idea,” Novick said. “Keith has always wanted to do apparel. He asked, ‘What if we did a golf shirt inspired by Texas landscapes, and I wonder if we can put pear snaps on it?’ When I came in, I saw a niche – why don’t we pivot and become a western outfitter?”

Beau Daniels, another Schulenburg native, came on board with the company about a year later. Since then, their flagship product has taken off among country music stars and rodeo cowboys.

“It’s a shirt you can wear at the golf course, or you can wear it with jeans and boots and a sports coat at a wedding,” Novick said. “We’ve come to be known as the ‘country boys of the country club.’” They caught a big break when Texas Country Music superstar Randy Rogers took notice and started wearing their shirts.

“When he heard about us, he called us in and we had lunch,” Novick said. “He’s been a fan. He wears our shirts. We sponsor his charity golf tournament every year.”

The company became a sponsor for the Texas Country Music Awards, and they even got some attention at the National Finals Rodeo in Las Vegas last year. They have operated out of a garage and a few storage containers in Seguin this whole time. The company recently purchased a building in downtown Schulenburg that will house a fulfillment center, business offices and a retail storefront.

“We always wanted to get back home,” Novick said. “I live out in Moravia. Our cofounder Keith just bought land and he’s moving down. Schulenburg has helped the expansion of our brand. I think its something to be proud of in our hometown.”

Their new space is located on North Main Street inside one of the two old buildings that previously housed Baumgarten- Matula Hardware Store.

“We don’t have a target date for opening, but hopefully it’ll be in the next four to six months,” Novick said.

He said Iron Oak Apparel is currently designing a full button-up shirt in both short sleeve and long sleeve that they hope to launch at the end of the year.

“Hopefully it will be perfected by end of the year,” Novick said. “It’s a performance western-style shirt, incredibly durable and comfortable. Its going to be special.”

The company plans to offer tshirts, hoodies, hats, vest and outerwear in the future.

“Right now, though, it’s all about our flagship product,” Novick said.

Visit ironoaktx.com to shop and learn more about the company.