Bringing Western style to West Central Wisconsin

Jennifer Much

Contributor

January 22, 2024

PEPIN – Lined with full-grain hide leather goods, turquoise-splashed pieces, countless styles of boots and traditional hair-on fringe, Owner Katie Johnson said Triple J Western Shop LLC is home to all things chic and iconically Western.

The quaint family-ran shop in West Central Wisconsin is bringing the Old West back with a business-centric twist.

Inspired by her life-long love of agriculture, horses and cowhide, Johnson said Triple J  (located at 210 Lake St. in Pepin) not only pays homage to a fascinating history, it extends a stylish opportunity to its customers. 

Roping in a dream

Growing up on a beef farm in western Wisconsin and helping milk cows on her cousin’s dairy farm, Johnson said she was no stranger to an agriculture-focused life – describing herself as a cowgirl at heart.

These experiences, she said, led to her attending the University of Wisconsin-River Falls to earn a degree in animal nutrition.

After graduation, Johnson said she worked as a calf and heifer specialist, roles she held for 13 years.

When not on the farm, Johnson said she would travel, and it was through the travel she said she discovered Western fashion.

Little did she know, her shopping-centered travels would soon turn into a blossoming business venture.

“I traveled all over Minnesota, Wisconsin, North Dakota and South Dakota and got to see some of the coolest places that had Western-inspired items or clothing,” she said. “Little towns had items I never saw back where I was from.”

Johnson said she would buy a piece from each stop and it would stir up many compliments from others.

“That started the idea of a store,” she said. “I loved finding cool Western-inspired items made by other women or women-owned businesses, so I knew having a store that was filled with these items was right up my alley.”

Johnson said for her, being out West gave her a similar sense of peace she felt when she was riding.

“The cows and mountains are a bonus, but being out West is what gives me goosebumps,” she said. “I have loved everything about being a cowgirl since I was little.”

Johnson said the final nudge to go into business was from her husband, Travis, a business owner himself.

“Travis is the one who pushed me to follow this dream of mine,” she said. “He never hesitated when I brought this idea to him, and I am forever grateful for the confidence he had in me to start this endeavor.”

Small-town love

Living in a tight-knit community, Johnson said she knew it was the perfect place to open her storefront.

“We have strong equine and farming communities surrounding Pepin,” she said. “There was a need for a store or shop like mine in the area.”

Soon, Johnson said she began scouting potential locations and eventually came across a property on Lake Street.

The building parallelled water access to the Mississippi River, which she said would help bring in a considerable amount of traffic.

“The building itself was an old manufacturing building for a business in town, but over the years, it had different tenants and didn’t thrive,” she said. “It was a rough and pretty much abandoned building when my husband and I bought it.”

Johnson said that was one of the things that drew her to the building – determined to restore it.

With the help of her family and community, Johnson said she watched in awe as her vision came to life.

“With a facelift and lots of love, it’s turned into a cool little store,” she said. “I am proud of the things in it and the character the building has taken on and what it represents.”

Inside the shop, Johnson said the walls are peppered with photos of her grandpa milking cows, as well as photos of her three kids – Lily, Wyatt and Cole – riding horses.

There are also extra special touches, she said, that have special significance.

“The wood wall behind my desk is not just any wood wall,” she said. “It’s wood and tin from my grandpa’s barn – it is a special wall to me.”

The building’s exterior displays a mural of a girl riding a bucking horse, which Johnson said was painted by Pepin school students.

“I am proud of that mural,” she said. “It is beautiful and the Pepin school did an amazing job.”

Coupled with personalized decor, Johnson said, naturally, Triple J Western Shop dotes a rather personal moniker, too.

“Triple J was created because of my three kids,” she said. “Our last name is Johnson, so it’s after my three Johnson kiddos.”

Johnson said Triple J is a family-run operation, with her children actively involved.

She said her oldest, Lily, helps with her booth at rodeos, vendor shows and local horse events, while her sons support her by sporting the Triple J logo and wearing their favorite Kimes hats.

“Our three kiddos are proud of their mama’s western shop,” she said.

Opening the doors

When it came to stocking up inventory, Johnson said she looked to her own wardrobe for inspiration.

“I always have a piece of turquoise, cowhide or fringe somewhere on me for the day,” she said. “I love the Western look.”

Johnson said she carries an expansive selection of goods at Triple J from clothing items for men, women and children to accessories and gifts.

She said there are even products for critters.

Johnson said she is also strategic in deciding how the products she offers are sourced.

“A huge percentage of my inventory is made by women-owned businesses, local businesses in the Midwest or USA made,” she said.

One of the shop’s best sellers, Johnson said, is the Rancherr Speckled Lechera Ankle boots, made from authentic cowhide by the Rancherr Boot Company.

“They sell out in less than 24 hours of me getting them in my door,” she said. “Each pair is special because no two cowhides are the same.”

Other products at Triple J include West Co. jewelry, saddle drink holders, hand-poured soy candles and Kimes Ranch jeans.

Along with a wide selection of merchandise, Johnson said Triple J Western Shop has something not found anywhere else – a canine greeter named Pepper Jack.

“Pepper is my two-year-old toy cowboy corgi,” she said. “She is my right-hand gal at the store, and is well-socialized, spicy and friendly.”

In addition to the store, Johnson said she has a booth at Double H Arena in Monrovia, which she sets up once a month.

“We love being there and the awesome horse/agriculture community that attends its events,” she said.

Lassoing success

Since opening, Johnson said she is exceptionally grateful for the outpouring of interest the region has had in her business.

“I have been so blown away by all the support from the local towns and surrounding communities,” she said. “Their business has helped me make my dream come true and let me make a living at it.”

Looking to the future, Johnson said she has big plans – which include adding on to her shop.

“My building is long and has sections,” she said. “I have my store in the first part, but there is another section I hope to finish and add more cool things to it.”

Johnson said she also plans to carry more men’s clothing options, a larger selection of Rancherr boots and add horse and pet supplies.

“When you shop with us at Triple J Western Shop, you are supporting my little dream and family of five,” she said. “It’s special to me that others love the Western way like I do.” 

Johnson said she also believes in giving back to her community.

“Triple J donates to the local school organizations and fundraisers,” she said. “We (recently) donated money to have Amberly Snyder come and speak at the school in Pepin.” 

Snyder is a championship barrel racer who became paralyzed from the waist down following a car crash in 2010.

Johnson said she adapted to her injury and kept competing in the arena before becoming a motivational speaker.

Owning the shop, Johnson said, has also made her more committed to being an advocate for agriculture. 

“I think the backbone of the country is the farmers who feed it,” she said. “I know how important it is to our food chain and communities and I have so much respect for the farmers.”

Triple J Western Shop is open from 10 a.m. to 6 p.m. Wednesday through Friday and from 10 a.m. to 4 p.m. Saturdays.

For more, check out triplejwesternshop.com.