In the early 20th century, Lama joined the U.S. Cavalry as a cobbler for the soldiers stationed at Fort Bliss, Texas.

[2] Repairs were initially the biggest part of his business, but the boots he made soon became popular.

In the first year, together with his one employee at the time, Lama sold 20 pairs of handcrafted boots.

In 1946, his son, Joseph "Bert" Lama, presented a custom pair of gold and silver inlaid boots to U.S. President Harry S.

[5] In 1961, nearly 50 years after the first store opened, the company moved into larger quarters and began making 750 pairs of boots a day.