Why has the American cowboy fashion/culture persisted until our current decade?

Question

How and why has the American cowboy fashion/culture persisted for so long up until our current decade? Every decade has a fashion and culture that later we come to our senses about. But not the cowboy apparently.

Answer 1

Ever watched any youtube videos about cattle ranchers? The cattle business often relies on horses for getting around the huge muddy ranches. Secondly, the wide brimmed hats are still popular, though the average rancher can just as easily wear a baseball cap. Also, you have to realise that "cowboy" lifestyle is common in Australia, Argentina, and Canada as well. People who have to live outdoors always fuel the imagination. It's the same reason that skater/surfer culture persists (mostly for young people.) Cowboy culture is very appealing towards guys who want to feel "manly." Why else would cigarettes always feature cowboys?