About Us


In 1947, Phillips Boot Shop opened for business in Carlsbad, New Mexico, handcrafting their own boots for the locals. In 1976, it became Phillips Cowboy Shop, with a new location at 802 W. Mermod in Carlsbad at the same spot Rugged Trade stands today. Phillips Cowboy Shop specialized in the sale of classic, quality western products and stayed in business from 1976 to 2014, employing members of the Phillips family along the way. They were heavily involved in the community and supported the Future Farmers of America and the local Rodeo.

 In 2014, it changed ownership once again and Rugged Trade was born. Initially selling only western wear, Rugged Trade developed into a hybrid western/workwear/contemporary fashion retail store and began to embody the values of the hard working individual that it maintains to this day.

 At Rugged Trade, we believe that if you work hard, you live hard. If you live hard, you live rugged. We encompass the spirit of the blue collar worker because we know what it feels like to come home from a hard day of work, covered in sweat and mud. We value our relationships, both with the superior products we sell and the customers that walk through our door. Rugged Trade knows that the quality of work you do is of the highest level so we sell products with the quality to match it.

Rugged Trade isn’t just a brand, it’s an experience.

It’s not just a trade, it’s a lifestyle.

Live Rugged!