What’s up nervous nellies, I’m devin, founder of Buck the stigma; more than just a brand

It's a movement to change the narrative, dismantle stigmas, and champion mental health in the horse community.

I've grown up in the western horse industry my whole life, and it's the community that's shaped me. I wouldn't trade the experiences or lessons for anything, but I'd gladly trade the unhelpful “toughen up” advice that leaves many of us feeling isolated and alone.

That's precisely why Buck the Stigma was born—to challenge the mental health stigma and serve as a reminder that we don’t need to be perfect all the time, we just have to be real.

This brand goes beyond the apparel and is rooted in community to remind you that you’re never truly alone, even on your toughest days. 

Through my own journey with anxiety and depression, I've discovered the strength in separating myself from those unruly thoughts and feelings. Buck the Stigma stands as a testament to the fact that your mental health doesn't define you—it's simply one part of the incredible person you are.

OUR MISSIOn

To create a bonafide community that lifts our customers up in life and in the saddle, while inspiring others to do the same.

We celebrate inclusivity, confidence, community, and awareness.

You won’t hear the words “tough it out” here (well, besides for right there) because, let’s be honest, those words are as effective as telling someone to calm down—it just doesn’t help. Especially on those days when life’s challenges hit you in hard and unforgiving ways. 

Instead, we're all about embracing your inner Beth Dutton spirit—fierce, resilient, and unafraid to take on any challenge—but without sacrificing your mental well-being. Someone needs to throw her a “saddle up loser we’re going to therapy” shirt ASAP.

We believe that there's no shame in seeking support, and no reason to let your mental health suffer in silence.

Gear up for a wild ride of healing with our empowering apparel, designed to help you reclaim your life and break free from the negativity that's holding you back.