Ethos Custom Brands (ethoscustombrands.com) Owner Chad Little took a different route into the music products industry than most. “I started making cowboy boots about 25 years ago, and in the last 5 to 10 years, the artists that I was making boots for, like Garth Brooks, Carrie Underwood, Vince Gill and others, wanted straps, too,” explained Little. “I started prototyping guitar straps and the next thing I knew, everybody wanted them. We put them online, and our website just blew up.” Little attributes this popularity to his company’s attractive designs and unusual choice of materials. “I feel like we offer something unique, and because our straps use boot leather, they’re softer, but more durable.” Although Ethos Custom Brands offers several stock guitar strap models, the company specializes in custom orders. Custom strap orders are typically filled within 14 business days. And, of course, the company still makes cowboy boots to order, though those orders take significantly longer to fill. “We make custom, one-off boots, but it’s a very high-end, niche market,” said Little. The price for a pair of boots starts at $2500.
For Little, the NAMM show turned out to be a great business opportunity. “We’re finding that guitar companies want us to make a strap for their guitars. So, we’ve gotten a lot of private-label business at the show.” When asked if exhibiting proved to be a good investment, his response was unequivocal. “Absolutely. Worth every penny.”