Nairobi, Aug. 26 -- When Elijah Manyeki opened a shop dedicated exclusively to cowboy apparel in Nairobi, he was betting on what many dismissed as a fringe lifestyle. Today, that gamble has grown into a Sh15 million enterprise, riding on the back of Kenya's growing love for country music and cowboy culture.

"I started with motorbike apparel, then I realised there was an opportunity in cowboy attire," says Manyeki, the founder of Cowboys & Cowgirls Apparels and national chairman of the Kenya Country Music Cowboys and Cowgirls Association. "We decided to open a shop where we serve the whole region with cowboy attire."

From hats and boots to jackets and belts, his store has become the go-to destination for enthusiasts across Kenya and neig...