Today we’d like to introduce you to Angie Endicott.
Hi Angie, we’re thrilled to have a chance to learn your story today. So, before we get into specifics, maybe you can briefly walk us through how you got to where you are today?
My partner Amy & I both show cutting horses. We came up with the idea for Frank & Rio while hauling to qualify for the World Finals -at a stop in Rainsville Alabama, having yet another round of tugging at shirts that just didn’t fit. A light-bulb went off and we decided to design something made just for women as opposed to a modified men’s shirt. We began scouring the internet for suitable fabrics and interviewing pattern makers. I did sketches of my proposed design and along with our pattern-maker our ideas began to take shape. After several sample runs (we chased down all of our girlfriends and a few strangers to try on our sample shirts in the bathroom at a horse show to test our fit:-)), we felt like we had perfected our tailored fit and signature retro yoke. Naming the brand was simple- it’s the barn names for the two horses that brought us together: Frank and Rio. Today, every shirt is handmade in Texas, designed by riders for riders, with the details women deserve: longer shirttails, sleeves that stay put, no gaping fronts, and performance fabrics chosen to look sharp and last. More than clothing, Frank & Rio is a celebration of the friendships, the grit, and the women who keep the western spirit alive.
We wouldn’t have gotten anywhere without the input of our friends, our Tribe-who gave us a lot of unconditional support and feedback. These relationships are central to the cowgirl ethos. The friendships formed while hauling and showing horses are special. They are made up of a unique group of women that experience the world the way you do. They support your hard work, tell you when you are wrong , and celebrate your successes. These are the girls you can HEAR cheering for you on your run over anyone else! Through the highs and lows, they stand by you like family. Frank & Rio was born in 2019 out of friendship, frustration, and a love for the western way of life. As horsewomen who spent countless hours hauling, showing, and living in the saddle, we were tired of shirts that just didn’t fit—gaping at the bust, coming untucked, and restricting our movement in the show pen.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
The road definitely hasn’t been smooth, but it’s been worth every bump. From the beginning, we were very clear about the direction we wanted to take—building shirts that truly fit and flatter women. Our biggest challenge was adjusting the pattern to work across a wide range of body types. We went through multiple size runs and hauled samples to every horse show we attended, asking friends (and sometimes strangers!) to try them on in bathrooms, trailers, and living quarters. Their honest feedback was invaluable, and we’re so grateful for the women who supported us through that process—there wasn’t a single complaint about the “fitting room” setup, only encouragement.
The other big obstacle came with timing. We launched right in the middle of COVID, and seamstresses weren’t readily available. The few who were working were completely overwhelmed, which made production difficult and slow. That season tested our patience and perseverance, but it also solidified our resolve. It reminded us that building something worthwhile takes time, creativity, and a strong community of women willing to lift each other up.
Alright, so let’s switch gears a bit and talk business. What should we know about your work?
After graduating college, I knew I wanted horses to be my life. I went to work for a cutting horse training outfit in Georgia, and at the time, I was a terrible rider. I learned everything on the job—cleaning stalls, riding two-year-olds, and slowly working my way up. Over time, I had the privilege of working for some of the best cutting horse trainers in the country. By the time I retired as a professional nearly 15 years later, I was spending close to seven months of the year on the road, hauling and showing horses full time.
A car accident eventually made it impossible to keep riding twelve-hour days, so I went back to school to study Fine Arts & Design. During that season, I had an incredible opportunity working for Paula Gaughan in Las Vegas, foaling mares at her ranch. That connection led me to a design firm that handled her family’s casino properties, which eventually segued into custom carpet design. She was a pivotal force in my life and will forever be grateful to her and her family. I had the honor of seeing my work installed both in and out of Las Vegas, blending creativity with structure—something I didn’t realize would become a theme in my career.
After getting married, I returned to the show pen, bought a horse, and began hauling again for the World—competing two years in a row. That’s when the idea for Frank & Rio began to take shape. I had lived the western lifestyle on the ground and in the spotlight, and I knew firsthand the frustrations of shirts that didn’t fit women properly. Combining my design background with my lifelong experience in the horse world felt natural, and it became the foundation of the company Amy and I built.
Today, I’m most proud that Frank & Rio reflects both halves of my story—the grit of a horsewoman and the precision of a designer. What sets us apart is that we don’t just make shirts for western women—we are western women. Every detail, from strategic button placement to fabric choice, comes from lived experience in the saddle and in the show pen. Our shirts aren’t just clothing; they’re about giving women the confidence to look sharp, feel comfortable, and show up ready to win.
Contact Info:
- Website: www.frankandrio.com
- Instagram: https://www.instagram.com/frankandrio/
- Facebook: https://www.facebook.com/frankandrio
Image Credits
Kiese & Co, D’Albor Photography
