Kara Morris walked into Wolf Bros. Western Store on a recent afternoon and headed straight for the boots.

The 17-year-old from Council Bluffs wanted a stylish pair and knew she'd find a large selection at the Omaha store near 70th and Dodge Streets.

Wolf Bros., one of Omaha's oldest locally owned retailers, has been in business for 88 years and has seen increased sales each of the last five years, thanks to the growing popularity of Western wear among women and younger people.

"Before, our customers were mostly ranchers and farmers, but that's not the case anymore," said owner Joe Kirshenbaum, 92.

Son Tom Kirshenbaum added: "Over the years, Western wear has become more traditional and popular. It's American."

If you went to Omaha's Red Sky Music Festival last week at TD Ameritrade Park, you saw what he's talking about. You couldn't go far without seeing cowboy boots and cowboy hats on people - young and old, men and women - who attended the country music concerts.