The American Cowboy brand—how we make our mark.
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This year, we celebrate the success of our magazine over the past 20 years, and while a little good-natured horn tooting has certainly been earned, passing such a milestone also encourages time for internal reflection. So we asked ourselves, as a staff, what values do we represent and promote through our work? What made this magazine endure for the past 20 years and how do we keep the momentum going for another 20? The following values are what we at American Cowboy have identified as the foundation to our past success and future accomplishments:


For our fellow man, our country, our land, our animal partners, our readers, and the cowboy code.


Creating a product to the best of our abilities with honesty, professionalism, and reliability.


Facing challenges with courage and strength, and working through them no matter how difficult they appear.


In something greater than ourselves.