‘Yellowstone’ Captures Cowboy Culture with Lifestyle Brand

To reach the status of becoming the No. 1 series on television is a rare feat. It’s even more uncommon when the show manages to ignite a pop-culture trend and become a lifestyle brand, influencing not only fashion but also inspiring a vast array of licensed consumer products globally. “Yellowstone” is that phenomenon.

The Paramount Network original drama series follows the Dutton family, which controls the largest contiguous cattle ranch in the U.S. And it isn’t merely a ratings success. “Yellowstone” has managed to make “cowboy culture” something aspirational, with a look and feel that resonates with mass audiences. This, combined with the values the series espouses, like heritage, legacy and authenticity, have made viewers seek out ways to be a part of that culture.

“Set in the big sky country of Montana, the aesthetic of ‘Yellowstone’ is cinematic, and audiences have a desire to connect with the brand beyond the screen,” says Lourdes Arocho, senior vice president, consumer products and experiences, Paramount. “We’ve created this lifestyle brand that remains authentic to the series.”

From a consumer products perspective, “Yellowstone” has sparked an entire world of products inspired by the series. The brand has kicked down the barn doors on a complete range of new consumer products that are not typically associated with entertainment licensing.

“There’s no question fashion has led the charge, as ‘Yellowstone’ reinvigorated interest in everything from denim to cowboy hats,” says Arocho. “But ‘Yellowstone’ has done more than inspire a fashion movement. We’re in everything from publishing to fragrances to furniture.”  

In collaboration with licensing and retail partners, Paramount is now selling in categories from “Yellowstone”-inspired tableware and cookbooks to home décor, food and barbecue pits. Last year, Paramount’s partner, Insight Editions, published “Yellowstone: The Official Dutton Ranch Family Cookbook,” written by one of the show’s stars and real-life chef, Chef Gabriel “Gator” Guilbeau, which became an instant New York Times bestseller. Home cooks won’t need to look far for key ingredients, because “Yellowstone” also has an entire line of foods with partner FoodStory Brands, including coffee, marinades and seasonings, meat snacks, smoked meats, bacon and more.

Later this year, “Yellowstone’s” costume designer Johnetta Boone and western apparel and boots brand, Ariat, will launch an exclusive fashion collection inspired by the looks on the show, which will be available through Amazon, Ariat and Ariat.com. Tru Western is also expanding its “Yellowstone” fragrance line.

As the “Yellowstone”-inspired passion for cowboy culture continues to grow on a global scale, Paramount’s Consumer Products and Experiences division is eagerly exploring new ways to deliver more touchpoints, including experiences, gaming and expanding the consumer products success to international markets.

“We are in a space all our own with ‘Yellowstone’ in the licensing business,” says Arocho. “There are no other modern adult franchises that can say they’ve inspired a lifestyle brand. We’re looking forward to collaborating with our trusted licensing and retail partners – and welcoming new ones – as the ‘Yellowstone’ brand grows.”