News and Insights

A Conversation with Alvies Boots, Rujo Boots, and 2 The Moon Ventures
Venue: W Austin Downtown (Second Floor Conference Room)
Date/Time: May 29, 2025 from 10:45–11:00 AM
Speakers: George Baker, Managing Director of 2 The Moon Ventures, Operating Partner of Rujo Boots | Alvie Faulkenbery, Founder and President of Alvies

Texas has a long tradition of iconic consumer goods, and now, boots are back in the spotlight with a fresh D2C approach. In this fireside chat, we’ll explore the journey of Alvies Boots, an Austin-based brand on a mission to make Western wear more accessible without compromising quality, style, or attitude, and Rujo Boots, a Dallas-based company rooted in legacy craftsmanship, known for its handcrafted exotic leather boots and deep commitment to quality, tradition, and honest pricing. And why 2 The Moon Ventures has strategically invested in not one, but two iconic cowboy boot companies that represent the past, present, and future of Western footwear.

Founder Alvie Faulkenbery shares the story of Alvies: from startup idea to fast-growing lifestyle brand known for its customer-first culture, laid-back voice, and boots that break in fast and wear even better. Now, with backing from 2 The Moon Ventures, a Dallas-based venture capital firm led by George Baker, Alvies is poised for its next big chapter.

This conversation will cover:

• Alvies’ founding story and growth, from backyard boot parties to a brand with loyal customers across the country
• Rujo Boots’ rise as a premium Western brand, known for its exotic leather designs, top-tier materials, and direct-to-consumer pricing that respects both heritage and the modern shopper
• The recent acquisition of Alvies by 2 The Moon Ventures, and what the partnership means for the future of the brand
• How Alvies and Rujo Boots now together cover a dynamic range of the Western wear market—from premium handcrafted exotics to everyday, go-anywhere boots
• The importance of brand voice, community, and cultural storytelling in driving modern CPG success
• What’s next for Alvies and Rujo, including category expansion and new ways to bring people into the world of cowboy boots

As announced in the May 14, 2025 press release, Alvies will continue to operate independently under its current leadership, now with the added support, resources, and strategic backing of 2 The Moon Ventures’ Strategic Resource Group. The move reflects a long-term vision to build a family of purpose-driven brands rooted in Texas values and entrepreneurial spirit.

Expect a conversation about building brands that stick, raising capital without losing identity, and why there's never been a better time to bet on boots.

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