Western wear and boots brand Tecovas is riding into the world of unisex fragrance with Nashville-based perfumer Ranger Station, debuting a brand-new scent made for everyone and anyone named “Waterloo.” This marks the brands’ second partnership after the two companies collaborated on their limited-edition “Go West” candle last year.

“We’ve had a strong relationship with Ranger Station since we first connected in 2023. From Day One, it was clear our teams shared a deep respect for craftsmanship, storytelling, and authenticity,” said Samantha Fodrowski, vice president of brand marketing at Tecovas. “Ranger Station has an ability to bottle emotion, and together, we created something that feels personal, lasting, and rooted in the West.”

Inspired by the energy and culture rooted in Austin (Tecovas’ hometown), Waterloo is an ode to the city’s original name and bottles a litany of local natural resources, including Texas sage, rock rose and Texas cedarwood. Describing the scent in one word, Steve Soderholm, cofounder of Ranger Station, said “wild.”

“This scent was made for the people who appreciate quality goods that are meant to be worked hard. Tecovas boots are quality and they’re meant to be used. I wanted to create a fragrance that embodies that same spirit — a statement-making scent that can be worn in any situation, whether you’re out on the ranch or working in a creative office,” Soderholm told WWD.

Fodrowski explained Waterloo isn’t just about smelling good while on the go; it’s about confidence, grit and the values of Western lifestyle. “It’s for those who appreciate craftsmanship and anyone drawn to something timeless. ‘Waterloo’ is made for those who live with intention and who want their style (and their scent) to tell a story. Every detail, down to the name, the notes (many of which are indigenous to Texas or the West) pays homage to our personal story.”

On why the brands decided to tap into the unisex category in fragrance, Soderholm said scent is subjective and shouldn’t always abide by the gendered separation. “A guy can love something more floral, and a girl can love a smokier scent,” he told WWD.

Tecovas isn’t the only fashion and footwear brand betting big on the current fragrance industry boom. Fragrance was named as the fastest-growing category in the U.S. prestige market, according to first-quarter data from the NPD Group. Both LoveShackFancy and Victoria Beckham launched their first scents in 2023, followed by Cos and Francesco Ragazzi, former designer and founder of Palm Angels this year. Meanwhile, Balestra released a new unisex fragrance back in February.

Waterloo will be available in-store and online at Tecovas starting Thursday.