Cowboy football. It's a point of pride in Wyoming.
"We have a lot of fans. They're very proud of their pokes," said Shana Stolz, Retail Manager at Brown and Gold Cheyenne.
When football season comes around fans want to get their hands on cowboy gear.
"We started off pretty darn good and then with a couple losses we feel it. Kind of how the team goes, we go," Stolz said.
Now that the Cowboy football team got their first win of the year over Idaho last weekend, Cowboy pride is catching on.
"We started picking up actually today, more than yesterday, but the win was good," Stolz said.
Stolz says business seems to be good no matter what and their numbers are about where they were last year despite the slow start.
"We don't have very many fair weather fans that shop here. So it's been really good," she said.
Not playing at home has the biggest effect on business. Home games are always their busiest weeks.
"We have a month off. So from Cal Poly until October 13 with a month with no home games. There's a kind of down period right now, but once homecoming gets here it'll start picking up again and then we've got some big games," Stolz said.
Like any fanbase, winning will always provide a boost in sales.
"Of course, of course. When your team wins you go out and splurge a little, but even when they're not doing so well people still come in," Stolz said.
The success of the football team is important because at least 33% of their yearly sales comes during the three months of football season. Even though it's three months away Stolz says some fans are already there doing Christmas shopping.