Western wear is in Steve Weil's genes. Steve is the 3rd generation to run Rockmount Ranch Wear Mfg. Co., founded in 1946. Steve literally wrote the book on Western wear. "Western Shirts: A Classic American Fashion" surveys 70 years of design. Three generations of Weils mirror the evolution of Western wear. "Papa Jack" (1901 - 2008) founded Rockmount and is considered to western shirts what Henry Ford is cars. The company is based in downtown Denver in a historic landmark building with a flagship store and museum. Steve lives in Denver with his wife Wendy and son Colter. While the earlier Weil generations built the company, Wendy and Colter helped design the mask.