In this episode of Adspeak by ADWEEK, host Mark Stenberg speaks with David Lafitte, President and CEO at Tecovas, about scaling a heritage brand without losing authenticity. David explains how the brand expands into new markets while staying rooted in Western storytelling, invests in experiential retail to build loyalty, and balances performance marketing with long-term brand building. He highlights the importance of using cultural trends as tailwinds, not as a core strategy, while maintaining craft quality as a core differentiator. The conversation also explores AI’s role in operations, not creativity, and how an omnichannel approach, including digital, retail, and wholesale, drives sustainable growth for modern DTC brands.

What You'll Learn:

• How to thread the authenticity needle when expanding into non-traditional markets
• Why full-funnel marketing outperforms lower-funnel strategies for premium products 
• The radical hospitality framework for creating defensible retail experiences
• How to leverage cultural momentum without chasing trends
• Why AI should enhance operations, not replace authentic creative content
• The omnichannel growth playbook for DTC brands

About the Guest:

David Lafitte is the President and CEO of Tecovas, a leading and heritage western wear retailer. David is recognised for his expertise in scaling authentic heritage brands while maintaining cultural integrity in competitive markets. With a background in brand strategy and retail expansion, he has successfully transformed Tecovas from a digitally native direct-to-consumer company into an omnichannel powerhouse with 56 locations across 24 states, wholesale partnerships, and a distinctive retail experience centered on "radical hospitality."

Guest Resources: 

• David Lafitte on LinkedIn
• Tecovas Website

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