Restoring the West: Bison, Independence, and the Power of Renewal

As July rolls in, Americans gear up for fireworks, family barbecues, and the celebration of independence. But this month also marks a quieter, deeper commemoration: National Bison Month. At Double R Western™, we find ourselves reflecting on what it truly means to be united, to restore what’s been lost, and to honor the legacy of the land and its first stewards.

It’s hard to imagine now, but not so long ago, the American West thundered with the hoofbeats of 30 to 60 million bison. These animals shaped the land, provided for Native peoples, and became a living symbol of freedom and resilience. But by 1900, fewer than 1,000 bison remained. Greed, carelessness, and a drive to conquer the land nearly erased them from existence.

In 2016, the bison was named America’s national mammal—a recognition not just of its strength, but also of the lessons we’ve learned. The bison’s story is a cautionary tale, but it’s also a story of hope. With the leadership of Native communities and conservationists, bison are returning to their rightful place on the plains.

The Fourth of July is about independence, but it’s also about unity. Our country’s history is complex, marked by both bold dreams and painful mistakes. The story of the bison reminds us that freedom comes with responsibility—the responsibility to care for the land, to acknowledge our history, and to work for a future where all can thrive.

At Double R Western™, we believe that real independence means choosing to do better. That’s why a portion of every sale goes to Native-led initiatives like the Wind River Tribal Buffalo Initiative, supporting bison restoration, youth skill-building, and cultural renewal.

Our Renew & Restore initiative is more than a slogan. It’s a promise to give back—to support Native artisans, protect land, and share the practical lessons of cowboy ethics: resilience, honesty, and unity. Every product, every story, and every donation is a step toward healing the West and honoring those who came before us.

In a time when it feels like the United States isn’t as united as it could be, the bison’s journey offers a powerful lesson. Restoration is possible. Unity can be rebuilt. And together, we can create a future that honors the past without repeating its mistakes.

As you celebrate this Fourth of July, we invite you to pause and remember the bison—their strength, their story, and their place in our shared heritage. Wear your values, support restoration, and ride strong into the future.

Just as the bison endured and returned, so can we. Restoration isn’t about erasing the past—it’s about learning from it, standing together, and moving forward with purpose.

At Double R Western™, we’re committed to honoring the land, supporting Native communities, and living the cowboy code: Ride strong. Stay true. Live boldly.

This July, let’s celebrate more than independence—let’s celebrate renewal, unity, and the enduring spirit of the West.