When three of the most trusted brands in the world — Apple, Google and Adobe — need to show off what’s new and what’s next, they reach for things that catch the eye. More than once, that thing has been a Neon Cowboys piece. Here’s the story behind the glow.
Featured by Apple
Apple chose a Neon Cowboys LED cowboy hat to showcase the improved low-light night photography of the iPhone 13 — using our glow to demonstrate how much better their cameras had become in the dark. When the company that defines premium technology picks your product to represent its flagship camera, that says something about the quality of the light you’re making.
Featured by Google — twice
Google featured our Out Past Midnight light-up boots on massive “Find That Thing” billboards — six stories tall. Founder Asia Hall has a photo standing with her family in front of a building-sized image of a Neon Cowboys shoe.
Google also featured Asia in its 2022 Black Friday campaign celebrating Black-owned businesses — spotlighting Neon Cowboys as an example of the kind of independent, founder-led brand worth shopping and supporting.
Featured by Adobe
In 2021, Adobe featured Asia Hall in a campaign celebrating Black creatives and artists — Asia modeling on camera with her name, ASIA HALL, on screen, recognized as a fashion designer and inventor. Coming from the company whose tools the entire creative industry runs on, it’s a fitting nod to the fashion-meets-technology idea at the core of Neon Cowboys.
Worn by the artists who headline
Our pieces show up where the spotlight is brightest. In 2026, Rolling Stone photographed pop superstar Kim Petras performing at LadyLand in custom Neon Cowboys light-up sunglasses. Neon Cowboys has also dressed and been worn by Kacey Musgraves, Missy Elliott and Miranda Lambert, alongside countless go-go and atmosphere performers, flow artists and festival headliners. Luxury light-up fashion earns its place on a stage — and ours has, for over a decade.
In the press
Independent press has told the Neon Cowboys story too — the patent, the couture lineage, and the founder behind it all:
- Rolling Stone — Photographed Kim Petras in custom Neon Cowboys at LadyLand
- Texas Monthly — The Businesswoman Behind Kacey Musgraves’s Viral Light-Up Cowboy Hats
- PAPER Magazine — Interview with Neon Cowboys owner Asia Hall
- Essence / Girls United — Asia Hall on Being a Black Woman in Tech
- California Apparel News — O Pioneer! How Neon Cowboys Modernized Western Wear with LED
A small, Black- and woman-owned business
Behind all of it is a small, independent, Black- and Chinese-American, woman-owned and minority-owned fashion-tech company. Founder Asia Hall studied computer science, holds a U.S. utility patent, and built Neon Cowboys from an invention into a brand the world’s biggest companies want to be seen with. When you shop Neon Cowboys, you’re supporting that story — not a faceless factory. Read the founder’s story →
