Student-led collaboration moves from concept to live activation for legendary Texas brand
When Four Sixes Ranch, the storied Texas ranch and iconic brand, set out to rethink its growing retail presence at major Western events, it turned to Texas Christian University students to help lead the work. Students from the Department of Fashion Merchandising in TCU’s College of Fine Arts partnered with Four Sixes Ranch to redesign the brand’s trade show and retail experience — from booth structure and layout to merchandising strategy and point-of-sale flow. That work led to a cedar-built, barn-style retail concept designed and executed by TCU students to feel less like a temporary booth and more like a permanent extension of the brand’s heritage.
What originated as a basic setup of wire racks and quick-build displays was fully reimagined into a premium, immersive brand experience that evokes the style and spirit of the legendary Texas ranch. The result will be on display Saturday, April 11, at the 2026 NCHA Celebrity Cutting at Will Rogers Memorial Center.
The project moved from concept to complete execution. TCU students contributed directly to a live, customer-facing environment tied to one of the most recognized names in Western heritage and sport. Working alongside faculty and industry partners, students helped take the project from initial sketches on paper to a fully realized retail activation.
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“This is the kind of real-world experience that changes how students see their work,” said Charles Freeman, chair of fashion merchandising and director of research and creative scholarship initiatives in the College of Fine Arts. “They weren’t just designing something to present in a classroom. They were building something that would be used in the marketplace — where every decision, from how a customer moves through the space to how product is presented, has a real impact.”
The collaboration began as Four Sixes Ranch looked to elevate its presence across events like the Fort Worth Stock Show & Rodeo, National Finals Rodeo and other notable showcases of Western lifestyle. With a legacy dating back to 1870, Four Sixes Ranch is one of a handful of American ranches recognizable by name alone — a distinction further amplified in recent years through its association with filmmaker Taylor Sheridan and its expanded national visibility. The ranch sought to better reflect its heritage and evolving brand through a more elevated retail experience. Students worked alongside faculty and industry partners to design a modular activation that balances tradition with a contemporary, customer-focused approach — one that reflects both chic Western style and performance-driven products.
For students, the experience required a different level of ownership. “A few of my designs are actually going into production, which has been amazing,” said Carys Ciobanu, senior fashion merchandising student. “At most places, you might contribute ideas, but you don’t always see them move forward. The Sheridans really trusted me with that, and that’s something I’ll carry with me.”
The activation will be featured during the NCHA Celebrity Cutting, placing student work in front of industry leaders, brand partners and a national audience connected to Western sport and lifestyle. Early feedback from the activation has already shown a noticeable shift in how customers engage with the space, signaling a strong return on both design and experience.
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“TCU’s academic program in fine arts provides the perfect skills for our students to step up, step out and make a real difference in this significant collaboration with Four Sixes Ranch,” Floyd L. Wormley Jr., TCU provost and vice chancellor for Academic Affairs, said. “Partnerships like these are true wins all around. Our faculty create unique learning experiences, our students achieve meaningful outcomes, and the client gets high-caliber results.”
Amy Hardison Tully, Teresa Ann Carter King Dean of the College of Fine Arts, said the college’s goal is to give students opportunities to do meaningful work before they graduate.
“This is experiential learning at its best — students working directly with a brand undergoing a significant evolution and applying what they’re learning in real time,” she said. “These kinds of opportunities are reflective of our mission to prepare students for careers in the creative arts.”
Four Sixes Ranch leaders said the partnership brought both fresh perspective and practical value to the brand. “TCU students approached this with a strong understanding of both design and business,” said Carley Myers, senior vice president of marketing for Four Sixes Ranch and TCU alumna. “Before this, our setup was built for convenience — quick to put up, quick to take down. What the students helped create is something entirely different. It reflects the true quality of our brand and creates a better experience for the customer while staying true to who we are.”
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The April 11 event marks the first public moment for the activation — and a milestone for the students who helped bring it to life. It also reflects TCU’s ability to operate at the speed of business, connecting students, faculty and industry partners in a way that moves ideas into action quickly.
To see the activation and hear directly from students about the experience, watch the video and read more here.
About the College of Fine Arts
TCU’s College of Fine Arts offers students an immersive educational experience that values artistic excellence and the power of creative expression to shape culture and society. Through partnerships and outreach initiatives, the College of Fine Arts contributes to the cultural vitality of the Fort Worth community and connects students to real-world professional opportunities. These experiences, which are central to our mission, provide students with platforms for engagement to cultivate professional networks and gain a deep understanding of the meaningful and enduring impact of the arts. For more information, visit the COFA website.
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