• by Teresa Buyikian , 10 hours ago

Chili’s fans may know the chain for its margaritas, chicken tenders and other menu items, but all 1,600 locations are also well known for classic-diner-style red vinyl booths.

Chili’s and luxury boot maker Tecovas have come together to create “Booth Boots”: red vinyl cowboy boots made with the same material as the casual restaurant's own ubiquitous seating

The limited-edition handcrafted boots (and accompanying belt) “offer bold design, timeless craftsmanship and a nod to both brands' styles … for fans of both types of ranch,” per the announcement. They will be available July 29 on the Tecovas website.

The women’s Booth Boot in Chili's Booth Red retails for $345 and is based on Tecovas' “Annie” tall cowgirl boot style, with chili pepper tonal stitching, snip toe and embroidered Chili's logo. The men’s Booth Boot, also $345, based on Tecovas’ Garrett style, has a pull tab and similar chili pepper stitching. The matching “Booth Belt” with a brass buckle is priced at $75.

“Tecovas and Chili’s have a shared heritage as Texas-born brands,” Jesse Johnson, vice president of marketing at Chili’s, told Marketing Daily. “We have a deep appreciation for the tradition, quality and craftsmanship they put behind each pair of boots, and they certainly overdelivered with the Booth Boots collection.”

Created by agency Mischief, the Chili's x Tecovas Booth Boots and Booth Belt will be available exclusively on tecovas.com/story/tecovas-x-chilis starting July 29 at 10 A.M. CST while supplies last.

“Chili’s continually shows up in unexpected ways centered around different elements of the restaurant experience,” added Johnson. “In this campaign, we’re able to celebrate the red booths that millions have sat on … in a way that literally no one saw coming.”

The Austin-based Tecovas will also serve Chili’s margaritas at select stores nationwide on Aug. 2 for customers 21 and over.

Both brands are promoting the collaboration via their social media platforms.