DALLAS, Texas—Rock’em Western Wear, the one-stop western shop for the latest style of boots, apparel and accessories, has leased 20,000 square feet of retail space in Preston Valley Shopping Center, located at 5850 LBJ Freeway (IH-635) at its intersection with Preston Road, for its first Dallas-Fort Worth location.
Emilie Paulson and Ben Terry with Weitzman handled negotiations as project leasing representatives for Preston Valley. Michael Zatopek and Chris Zatopek with Resource Commercial Real Estate represented the retailer.
Led by Raul Gomez and Juany Yasmin, Rock'em was founded in Houston, Texas, and grew from a small social media venture into a thriving western fashion brand with deep roots in Mexican craftsmanship. All Rock’em products are handcrafted in León, Guanajuato, Mexico, a city renowned for its leatherwork and bootmaking tradition. As such, the company emphasizes quality, comfort, and craftsmanship, using premium materials and traditional techniques to create their boots and hats.
Rock’em currently operates two retail locations in Houston and has a robust e-commerce platform due to the marketing/branding efforts of co-owner Juany Yasmin as she and her team have accrued over 700,000 followers across all social media platforms. Rock’em specializes in modern western wear with a rugged, rock-and-roll edge, and their inventory includes cowboy hats in felt, straw, and suede styles, including open crown hats from brands like Larry Mahan and Carin Leon. The store’s boot lineup includes a wide selection of exotic leathers—python, ostrich, fish skin—as well as classic cowhide. For apparel, the store features western shirts, denim and jackets that blend traditional cowboy flair with contemporary street style.
At Preston Valley, Rock’em joins a lineup that includes Chili’s Grill & Bar, India Palace, Jerry’s Artarama, Terry Costa, Maple Leaf Diner and several others. The Rock ‘Em team invites you to come experience their Grand Opening on November 8, 2025 from 10:00am-9:00pm. The ribbon cutting ceremony is at 10:00am followed by a full day of special guests, live music, food and drinks. Otherwise, their first Dallas location is open just in time for the holidays, so be sure to come check out their beautiful new store and experience years of craftmanship, style, and authenticity done the Rock ‘Em way.
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