Saddlebagin' in Texas

Louis Vuitton Home on The Range

Louis Vuitton/Texas Made, because when you think of Texas, you immediately think of monogrammed luggage, delicate Parisian ateliers, and $4,000 handbags. But here we are: the world’s most famous luxury trunk maker is opening a second workshop deep in the Lone Star State. Why? Well, this is about economics, politics, profits and yes, marketing.

Let’s start with the obvious: labor. Texas offers a pool of workers who, let’s just say, aren’t commanding Parisian wages. Hiring Texans to stitch a Speedy bag means the brand can keep margins astronomical while still slapping “Made in USA” on the label. It’s like getting your brisket smoked locally while still charging Michelin-star prices. The bags won’t be cheaper for you, but they sure will add to the bottom line and make LVMH shareholders even richer.

Then there’s the government hand-holding. Texas practically rolled out a Louis Vuitton branded red carpet of tax incentives and subsidies. Politicians love a ribbon-cutting ceremony, and what better photo op than standing next to a factory that makes handbags more expensive than a Ford F-150? It’s the perfect way to say: “We’re bringing jobs back to America” while forgetting to mention that those jobs involve handcrafting luxury goods that most of those workers will never afford. But that’s the luxury business. Louis Vuitton isn’t stupid. They know that in 2025, consumers like their luxury with a side of “authenticity.” A workshop in Texas allows them to spin a charming little narrative: heritage French house meets rugged American craftsmanship. It’s denim meets Damier print, cowboy boots meets monogrammed Neverfulls. Never mind that the bags will still retail at “mortgage” levels, instead, the brand can now tell stories of “American pride” while selling you a key pouch for $500.

Let’s not forget that Vuitton’s real game is global dominance. They’re not opening in Texas because they suddenly crave barbecue; they’re doing it because American sales are huge, and local production makes logistics smoother. It looks good in press releases and gives Vuitton a convenient way to dodge certain tariffs. “Strategic expansion” sounds much fancier than “cheaper shipping and tax breaks,” and LV’s Arnault is the smartest luxury executive there is.  He knows Texas offers the perfect trifecta: low costs, political photo ops, and marketing gold. The French house gets to keep its aura of exclusivity while quietly optimizing its supply chain. Texans get jobs, politicians get bragging rights, and Vuitton gets to charge you $3,000 for something that came off an assembly line an hour outside Dallas.

It’s not Paris, but it’s profitable.