On March 27, Rascal Flatts will roll into Fort Worth’s Dickies Arena on the band’s “Life is a Highway” reunion tour—and bass guitarist Jay DeMarcus will be putting some local threads in the spotlight.
DeMarcus collaborated with Dallas-based Snaps Clothing—a brand founded in 2021 to “reimagine traditional Western wear”—on a line of custom pearl-snap shirts for the band’s 25th anniversary tour, which began last fall.
Rascal Flatts concert in Grand Rapids. [Photo via Snaps Clothing]
Snaps said that Rascal Flatts’ DeMarcus “played an active role in the design process” for his concert tour look, “ensuring the collection reflected his personal style while integrating Snaps’ signature features, which showcase how Snaps is pushing the boundaries of what traditional Western wear can be.”
Together with DeMarcus’ stylist, the Snaps team designed exclusive shirts that are being worn only on stage during the Rascal Flatts tour.
Founded by Ed Baronne and Patrick Lynn, Snaps Clothing set out to modernize the classic pearl-snap shirt, aiming to make it a staple in everyone’s wardrobe. Dallas Innovates last checked in on the brand in 2023, when it secured funding from Rogers Healy’s Dallas-based Morrison Seger Venture Capital Partners.
Rascal Flatts’ Jay DeMarcus, at right, works with the Snaps Clothing team on his exclusive tour look. [Photo: Brandon Allan Photography]
Lynn, who grew up on a ranch in Texas, had a deep connection to the pearl-snap style, but saw an opportunity to transform it into something “more contemporary, sustainable, and performance-driven.” By using premium fabrics and tailored fits, he and Baronne created a new take on a timeless classic.
Pushing the boundaries of ‘tradition and innovation’
Snaps calls the DeMarcus collaboration “a pivotal moment” for the brand.
Baronne said the collaboration “perfectly embodies Snaps Clothing’s mission to blend tradition with innovation.”
“Partnering with Jay gave us the chance to bring this evolution to life on one of the biggest stages in country music,” Baronne said. “His distinctive style aligns perfectly with our vision of honoring Western wear’s roots while embracing modern, forward-thinking design. This collaboration is a great example of how Texas-based brands are pushing the boundaries of tradition and innovation, with Dallas emerging as a leader in this space.”
Rascal Flatts’ Jay DeMarcus finds a “snap” design he likes. [Photo: Brandon Allan Photography]
“Western wear is about more than just clothing—it’s a reflection of identity, heritage, and authenticity,” Lynn added. “Working with Jay DeMarcus is a significant step in modernizing that tradition. His influence on country music has shaped a generation, and now his custom Snaps shirts are setting a new standard for stagewear. By combining classic Western style with cutting-edge innovation, we’re not just creating fashion—we’re reshaping how Western wear evolves while staying true to its roots. This collaboration also highlights the growth of Dallas-Fort Worth as a hub for brands that are driving change while remaining grounded in cultural authenticity.”
When the lights come up at Dickies on March 27, the band may be a big hit. But Snaps hopes its snaps on stage catch the crowd’s eye, too.
Rascal Flatts’ Jay DeMarcus in a Snaps Clothing pearl-snap shirt. [Photo: Brandon Allan Photography]
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