Neon Cowboys isn’t a faceless factory brand. It’s an independent company built by one woman who taught herself to merge fashion and technology — and grew it into a brand that Apple, Google and Adobe have all chosen to feature.
Founded by a Black and Chinese American woman in tech
Asia Hall studied computer science and holds a U.S. utility patent for her invention, the original LED cowboy hat. As a woman of color in both fashion and technology — two industries where very few people look like her — she built Neon Cowboys from a single invention into a luxury label worn on the world’s biggest stages. Read her full story →
Recognized for it — by the biggest names
Our identity isn’t a marketing line; it’s been recognized at the highest level. Google featured Asia in its 2022 Black Friday campaign celebrating Black-owned businesses. Adobe featured her in a 2021 campaign celebrating Black creatives and artists, on camera as a fashion designer and inventor. She’s been profiled by Essence on being a Black woman in tech and championed by Girls Who Code. See all our features →
What it means when you shop with us
When you buy from Neon Cowboys, your money supports a small, independent, minority- and woman-owned business — and the original, patented designs of the person who invented them, not the knockoffs that copy them. That’s a different thing entirely from buying a disposable light-up product made by no one in particular.
A Black-owned clothing brand making light-up fashion
Neon Cowboys is a Black owned clothing brand and Black owned fashion brand founded in 2014 by Asia Hall — a computer scientist, fashion designer and inventor. We design and sell light-up apparel and accessories: LED cowboy hats, light-up boots, harnesses, jackets, dresses and festival wear.
If you are looking for Black owned clothing brands, Black owned shoe brands, or Black owned streetwear brands that make something genuinely different rather than reprinting blanks — that is what we do. We invented the light-up heeled cowboy boot in 2016, and our light-up cowboy hat carries a utility patent.
What makes us a little unusual
- We invent our products. The Out Past Midnight Boots were the original light-up heeled cowboy boot, made in 2016 before the category existed.
- Founder-designed. Asia Hall is a computer scientist and fashion designer — the engineering and the design come from the same person.
- Built for performers. Our pieces are worn as working equipment by dancers, flow artists and stage performers, not as novelty.
- Made to last. Rechargeable or replaceable power, water-resistant construction, and published care instructions so pieces survive years of real wear.
Shop the brand
Questions, press or wholesale: info@neoncowboys.com.
