01
The Story
In 2009, a footwear company in Decatur, Texas was almost finished. A drought had thinned the Texas ranch economy, a national recession had frozen retail, and boot sales were sliding. That was the year Prasad Reddy took over as CEO of Twisted X - not to manage a decline, but to ask a different question. Instead of "how do we sell more boots," he asked "why would anyone choose ours." The answer became the company: real, engineered comfort and real, measurable sustainability.
Founded in 2005, Twisted X Global Brands designs and manufactures comfortable, handcrafted footwear for men, women and children across four worlds - western, work, casual and outdoor. Its signature is CellStretch®, a patented comfort system of cells in the forefoot and heel that compress and rebound with every step. Its conscience is ecoTWX®, a fabric spun from recycled plastic bottles. Today the company is one of the first carbon-neutral footwear brands, and its family includes Twisted X, Twisted X Work, Black Star Boots, CellSole and licensed Wrangler Footwear.
"We are proud to officially be a carbon-neutral company after years of hard work and dedication toward creating footwear that is also protecting our planet."- Prasad Reddy, President & CEO
02
Who It's For, What It Fixes
Who wears Twisted X
- Ranchers, cowboys and the western-lifestyle crowd
- Skilled-trade and industrial workers needing safety toes
- Outdoor and casual wearers who want comfort first
- Men, women and children across the US and export markets
- Independent boot & work-wear retailers plus DTC shoppers
The problems it solves
- Western boots that punish your feet after an hour
- The false comfort-vs-durability tradeoff in work footwear
- Footwear waste - glue, scrap leather, foam, dead product
- "Green" claims with no numbers behind them
- Style that stops at the ranch and can't cross over
03
Products & Technology
Since 2005
Twisted X Western
Handcrafted western boots, driving mocs and casual shoes for the whole family.
Since 2005
Twisted X Work
Safety/composite-toe, waterproof, oil- and slip-resistant work boots with CellStretch comfort.
2018
CellStretch®
Patented cell system in forefoot and heel that compresses and rebounds, over an EVA midsole and reinforced shank.
2017
ecoTWX®
Fabric from upcycled bottles plus leatherTWX from 80% recycled scrap leather.
2020
Zero-X™
No-glue footwear that replaces chemical adhesives with an interlocking stitch system.
2023
Wrangler Footwear
Licensed casual, work and western line focused on quality, comfort and sustainability.
04
Materials, By The Numbers
Recycled & circular content
Share of recycled material by initiative
leatherTWX - recycled scrap leather80%
Blend85 footbeds - recycled factory foam85%
Zero-X - adhesives removed vs. glued build100%
Carbon offsets retired (Vermont forest)3,000 tons
05
Business Model & The Edge
Twisted X is a brand house and manufacturer. It sells through a broad wholesale network of independent boot and work-wear retailers, specialty stores, and its own direct-to-consumer e-commerce on Shopify. Revenue flows from owned brands - Twisted X, Twisted X Work, Black Star Boots, CellSole - plus licensed lines such as Wrangler Footwear.
The differentiation is structural, not cosmetic. Comfort is a patent (CellStretch). Sustainability is baked into the bill of materials (ecoTWX, leatherTWX, Blend85, Zero-X) rather than bolted on as marketing. And the impact is quantified - bottles removed, tons offset, trees planted - which is rare in western footwear.
Where it fits vs. rivals
- vs. Ariat / Justin / Tony Lama: comfort tech + green materials
- vs. Wolverine / Georgia Boot: crossover styling into casual
- vs. Allbirds / Rothy's: authentic western + work heritage
- One comfort platform traveling across four categories
- Circular design - old shoes reground into new product
06
Partnerships
Wrangler
Licensing agreement to design and produce Wrangler Footwear across casual, work and western categories.
Hooey
Collaboration bringing western lifestyle styling to a younger audience - Hooey by Twisted X.
Mossy Oak
Sustainable outdoor footwear line featuring Mossy Oak camo designs for hunting and the outdoors.
American Carbon Registry
Retired 3,000 tons of offsets tied to a 5,408-acre Vermont forest to reach carbon neutrality.
07
Timeline
2005
Twisted X is founded
Launches in Decatur, Texas, making handcrafted western and casual footwear.
2009
Turnaround begins
Prasad Reddy takes over as CEO amid near-bankruptcy and pitches a comfort-first direction.
2017
ecoTWX debuts
Fabric from recycled plastic bottles formalizes the sustainability mission.
2018
CellStretch comfort
The patented cell-and-rebound system launches across the line.
2020
Zero-X & Inc. 5000
No-glue collection ships; company lands on the Inc. 5000 (#4368).
2021
Carbon neutrality
Reaches carbon neutrality via 3,000 tons of offsets tied to a Vermont forest.
2023
Wrangler Footwear license
Signs a deal to design and produce Wrangler Footwear across categories.
2025
EY Entrepreneur of the Year
CEO Prasad Reddy named EY Entrepreneur of the Year 2025 Southwest.
09
FAQ
What does Twisted X Global Brands make?
Comfortable, handcrafted footwear - western boots, work boots, casual shoes, driving mocs and outdoor styles for men, women and children - under brands including Twisted X, Twisted X Work, Black Star Boots, CellSole and licensed Wrangler Footwear.
What is CellStretch technology?
A patented comfort system of cells in the forefoot and heel that compress and rebound with every step, working alongside an EVA midsole and reinforced shank to deliver all-day support without sacrificing mobility.
How is Twisted X sustainable?
It uses ecoTWX fabric from recycled plastic bottles and leatherTWX from 80% recycled scrap leather, offers no-glue Zero-X shoes and Blend85 recycled-foam footbeds, is carbon neutral, and plants a tree for every pair sold.
Where is Twisted X located?
The company is headquartered in Decatur, Texas, and assembles footwear in the USA with imported and domestic materials.
Who leads Twisted X?
Prasad Reddy is President and CEO. He led the company's turnaround starting in 2009 and was named EY Entrepreneur of the Year 2025 Southwest.
10
Topics
footwearwestern bootswork bootssustainable footwearcellstretchecotwxcarbon neutralcowboy bootsoutdoor footwearsafety toerecycled materialsdecatur texaswrangler footweare-commerce
