Bull-Proof Vest - 'Cowboys don't read warning labels'

That's what John Zbaren, co-owner of CLG Pro Rodeo Equipment, based in Minneapolis, said in a story in the January 2 New York Times about his company's newest line of protective vests for bull riders.

The new vests, called Armadillo Armor, were introduced in the fall of 2003.

You can buy the basic black polyester version for $219, or wear what the pros wear, a colored leather number that'll set you back $349.

The company's not done much in the way of marketing: a fews ads in Humps N' Horns, the monthly bible of the bull-riding industry, and that's about it.

You can buy the vests from around 1,000 retailers around the country, mostly tack stores and people who set up booths at rodeos.

Occasionally, the company receives vests in the mail, complete with horn marks and letters complaining about the damage.

The company cheerfully repairs them, usually for around $20, and sends them back.

You want something to help you get past the velvet ropes?

Wear one of these and see what happens.

[via Brendan Koerner and the New York Times]