Yes, we know that Rockmount Ranchwear has been making serious clothes for decades. Cowboys didn't just snap up those Western shirts with the snap buttons invented by founder Jack A. Weil because they wanted to look good (although they did); the shirts were comfortable, too. And for more than fifty years, the wholesale business kept Rockmount hopping. But a half-dozen years ago, this longtime family business decided to let everyone in on the secret, opening their LoDo building to retail trade and remodeling the ground-floor space into the coolest-looking store in town. In the process, Rockmount created Denver's single must-stop shop for souvenirs. Japanese tourists, British rock stars and conventioneers from Omaha alike all flock to Rockmount to pick up a tie or scarf with real Western art, a pair of cowboy boots, a hat, a shirt — or all of them, several times over. But you don't need to be a visitor to like Rockmount; this is how the West was worn.