to be a way to fix that. so i actually invented a machine to run the rope through to make the rope no matter how bad it was, we could straighten it and fix it. >> his invention made it possible to customize the rope to specific customers' needs and also resalvage inventory that would have been wasted otherwise. it's made a loyal customer out of rancher jay hogan. >> he'll make them any way you want them. they know what i want so i don't got to screw with the ropes when they come, they're just how i want them. >> cowboy cordage is now one of the industry's leading distributors. they sell district to surconsum but they're also stocked in supply stores like smith & edwards. >> i would think they'd be up there in the top five. i think with the poly, they're the main distributors on the coiled stuff. >> the brand now includes the original rope line, rocky mountain ropes, as well as two other brands that they acquired over the years. it's their consistent quality that has the old-timers coming