According to Nine West, there’s a new name out there for the styles of the west back in the pioneer days: “Vintage America.” That’s quite the rebrand! Pretty soon we’ll be calling porta-potties vintage toilets.

ZING. But seriously — I thought that maybe Nine West was offering up a vintage line, like some stores do — refurbishing old shit and selling it. You know, like a vintage store. Perhaps you’ve heard of them. Anyway, as it turns out all the shoe chain has done is take a well-known concept — in this case, Native American and wild west looking gear, complete with lots of worn leather and faux cowboy boots and turquoise — and give it a new name. Well played, Nine West. You certainly got me to click.