Dale Brisby’s Rodeo Time

For Rodeo Time, HMDC created a wide-ranging collection of apparel graphics that helped bring the larger-than-life personalities of modern rodeo culture to life. Working across numerous product releases, the project included custom apparel designs for the Rodeo Time brand itself as well as collaborative merchandise for some of the sport’s most recognizable athletes, including J.B. Mauney, Ky Hamilton, Stetson Wright, and Rusty Wright. The work spanned everything from bold graphic tees and event merchandise to athlete-driven collections that reflected each rider’s individual identity and fan base.

The creative challenge was finding ways to balance humor, western heritage, and contemporary apparel trends while staying authentic to the culture that made Rodeo Time such a powerful brand. Drawing inspiration from rodeo, ranching, western iconography, and vintage Americana, each design was created to feel collectible, memorable, and deeply connected to the people who wear it. The result was a body of work that helped strengthen the visual presence of one of rodeo's most influential media brands while creating products that resonated with fans both inside and outside the arena.