Tony Mora

Why collectors care

Tony Mora is a Mallorca manufacturing house that has made handmade cowboy, biker, and casual boots since 1918. Collectors meet numbered Spanish styles and need the Alaró factory, not an Almansa or Mexican caption.

Taxonomy here is manufacturing company. This is Spain, not Texas, and not Tony Lama.

Company history

Official About dates the historic factory in Mallorca to 1918. The factory shop remains on the Carretera de Alaró. Later official timeline entries add a Calonge / Santanyí store, Puerto de Andratx, a newer Santanyí shop, Marbella, and Artà.

Periódico de Ibiza (31 January 2014) names Tolo Cardell as the public face, at the bench from age fourteen, and says that after working with the Mora family he bought the factory. The same piece describes exotic skins including crocodile, iguana, bull, ostrich, snake, and eel.

Helen Cummins’s Mallorca profile names Antonio Mora as a Mallorcan shoe dealer, then almost eighty, whose father, a traditional Mallorcan shoemaker, had produced western boots experimentally. Cardell joined in 1988. The same profile prints the legal signboard Tony Mora Apache Cowboy S.L., a factory-store-only local wholesale rule, a Benelux market with a factory store in Almere, and a production ceiling of no more than 50,000 pairs a year. Many bootmakers had been with the company more than twenty-five years, and many tools and machines were about eighty years old.