The AI Gold Rush Has a Dress Code: Steel-Toe Boots
As data centers pop up across the U.S., boot stores are cashing in on the construction boom.
Not every company making money from the artificial intelligence boom builds computer chips. Some sell cowboy boots. Boot Barn, a U.S. store chain known for western-style clothing and footwear, said on Tuesday that more of its large boot orders are coming from workers who build data centers. These are giant buildings that store and run the powerful computers behind AI tools.
Boot Barn has nearly 600 stores across the country. For years, it sold boots in bulk to oil, gas, and construction companies that needed to outfit entire work crews. Now, CEO John Hazen says those crews are often building data centers. He shared this news at a business conference held by Goldman Sachs in New York City on September 15.
The company now tracks nearby data-center building projects to decide which types of boots to stock in its local stores. This shows how far the AI spending wave has spread — well beyond Silicon Valley and into everyday businesses. Boot Barn has seen its work boot sales grow for five quarters in a row, which is more than a year of steady gains.
Hazen explained that different stages of construction need different boots. "When they're clearing dirt, we need regular work boots. When they're building the four walls, we are looking at steel-toe work boots," he said. Steel-toe boots have a hard metal cap at the front that protects workers' feet from heavy falling objects. They are required safety gear on many job sites.
The data-center building boom is also creating more jobs across the country. The U.S. construction sector added 22,000 jobs in August alone, according to the Labor Department. Many of those jobs are tied to the rising demand for new data centers. This job growth is one clear sign of how the AI industry is changing the wider economy.
Another workwear company called Brunt Workwear is seeing the same trend. Its CEO, Eric Girouard, said the company is "pushing hard" to keep up with demand. Brunt told Reuters that some of its strongest sales are coming from California and Texas — two states home to some of the biggest AI construction projects. Together, these companies show that the AI industry needs far more than just software engineers and scientists to keep growing.
"When they're clearing dirt, we need regular work boots. When they're building the four walls, we are looking at steel-toe work boots."
Comprehension quiz preview
1. What type of store is Boot Barn?
2. How many jobs did the U.S. construction sector add in August?
3. Which two states did Brunt Workwear say had some of its strongest demand?