The ‘Howdy’ S/S 2024 collection for men questions the authenticity of the cowboy image. It includes a sculptural outer layer of deformed human body bones belted onto the garments. The bones represent a static and immutable concept of what can be considered a real cowboy whilst the garments embody the continuing change in the cowboy's wardrobe as informed by a study in archetypes and their function in relation to the cowboy's role.