El General · History

Why collectors care

El General is a Los Angeles wholesale western-wear house whose official shop page says the boots are handmade in Guanajuato. Collectors who see a California warehouse address still need the Mexican factory claim, and the pair’s country-of-origin mark.

This page is a manufacturing company card. It is not a California custom bench.

Company history

El General Western Wear’s official About page dates the house to 1988 in Los Angeles, founded by Mexican migrants from Guanajuato. It describes a late-1980s founder selling imported goods from a car trunk, then moving into Mexican-made western footwear, wholesale, and “our own factories in México.” The page does not print the founder’s personal name. Warehouses listed there are Paramount, California; Duluth, Georgia; and Dallas, Texas.

The official shop homepage says boots are handmade in Guanajuato and names Abasolo. It also claims Goodyear-welt construction.

Faire’s wholesale card says Zapatería Diana Inc. was founded in 1998. USPTO registration 6062268 (EL GENERAL 100 AÑOS) is owned by Diana Zapateria, Inc., Paramount, with first use claimed 30 November 2018. The 1988 and 1998 start dates stay visible. A separate elgeneral.info page that prints 1985 and El Varal is not merged here.