The first thing many people notice when they walk into Howell Western Wear isn't a pair of boots or a cowboy hat—it's Gus.
Mounted proudly on the wall, Gus is our iconic African Watusi and has become the unofficial face of Howell Western Wear. With his unmistakable long horns and commanding presence, he's one of the most photographed features in the store and a must-see for first-time visitors.
For years, customers have looked up, smiled, and asked, "What's his name?" The answer has always been the same: That's Gus.
Today, Gus has become much more than a display. He's part of our identity, a conversation starter, and a symbol of the western lifestyle we celebrate every day.
Why Everyone Loves Gus
Every western store has boots, hats, and jeans—but not every store has a legend watching over the sales floor.
Gus has become a tradition for many of our customers. Families snap photos beneath his impressive horns, kids are amazed by his size, and longtime shoppers make a point to say hello whenever they stop in.
He's inspired everything from "Gus Approved" merchandise to social media posts, special promotions, and plenty of stories shared around the store. If you've been to Howell Western Wear, chances are you've met Gus.
Stop In and Meet Gus
Whether you're shopping for your next pair of cowboy boots, looking for the perfect western hat, or simply exploring Downtown Howell, don't forget to look up and meet Gus.
He's become one of the most recognizable sights inside Howell Western Wear—and a memorable part of the experience for thousands of visitors each year.
Don't leave without taking a photo. Around here, it's almost a tradition.
I actually think this version is better for your brand because it's authentic. Instead of trying to make Gus into a live mascot, you're telling the real story of an iconic piece of Howell Western Wear that customers remember, photograph, and talk about. It also naturally supports your "Gus Approved" branding and merchandise.