Don’t be fooled by his “this town ain’t big enough for the both of us” look — Paul Hardy’s just getting his cowboy on. Which is only appropriate, since the internationally renowned fashion designer has partnered with Calgary Stampede to take souvenir shopping to a stylish new level.

The richest rodeo on earth initially asked him to design a private label, but Paul declined after realizing their store wasn’t quite up to his brand standards: “They don’t like me saying this, but they were catering to the carnies.”

Them fighting words only whet the whistle of Stampede execs, who then asked Paul if he’d like to be the creative director of all their product merchandise. Opting to become the Oprah of favorite western things, Paul agreed, and CS Mercantile was born.Under Paul’s direction, overt Calgary Stampede branding has been dialed down. Instead, he opted for a subconscious association with Stampede colors of red, white and black, traveling the globe to find exclusive items he felt reflected Calgary culture– ie, ones that can exist outside the ten days of Stampede, like this gorgeous, subtle wolf scarf. (Shopping hint:  they’re rolled up in that basket to the left).Paul believes Stampede style is more urban western lifestyle than costume, hence the home decor items. “Everyone in town has a small section of their closet that is western apparel for ten days,” he says. “But as Calgary evolves, becoming a global center of finance, we’ve become a lot more cosmopolitan and a lot more diverse in our culture. People are starting to interpret Western in their own way.”You can still find souvenir T-shirts, but they’re interspersed with paintings by Calgary artist Jane McCloy, inspired by the historic photography of Edward S. Curtis. Coincidentally, in his mission of curation, Paul sourced other products inspired by Edward Curtis’ photos, including Pendleton blankets, coffee table books and a belt buckle.Even though the buckles aren’t officially Paul Hardy designs, his collaboration has influenced almost every aspect of the CS Mercantile collection, from graphics design, to packaging, to piping on shirts.Paul’s fave belt buckle. Mine too!Besides the high-end fashion items, there’s a whole bunch of novelty going on, with prices on rubber duckies and tattoos that dip below ten bucks.Meanwhile, if you have a few more doubloons in your saddlebag, Paul has some of his own jewelry for sale, at a lower price point than usual.You can find CS Mercantile at the Grandstand until July 13th, with the online store continuing in virtual foreverness. Will we be seeing a future Paul Hardy-curated trading post off Stampede grounds, in the wild west of Calgary retail? Paul hints that there’s a possibility he may soon have another place to hang his hat.