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In Justin, Family Bonds Over Boots

These longtime CoServ Members remain committed to country lifestyle

You could say country has deep roots in this CoServ family.

With kinfolk in Sanger, Krum and the community near Justin once known as Drop, the Wallace family is among the 40 longest of CoServ Electric memberships.

Not only were they early rural residents in Denton County, they also competed in rodeo events and eventually established the renowned Justin Discount Boots outlets along Farm-to-Market 156.

Frank Wallace Sr. first moved his family to Drop from Benbrook in 1939 to farm and ranch. Frank Wallace Jr., who became a CoServ Member in 1961, took the family business in a new direction. He opened Wallace Salvage in 1958 and sold everything from groceries to caskets. In 1976, he launched the first Justin Discount Boots. Wallace Salvage closed in 1991.

“He always had a love of western wear,” said his daughter, Nancy Hollingsworth. “He loved that lifestyle.”

Frank Jr. liked it enough that he competed in steer wrestling and saddle bronc riding. In 2010, he was posthumously named to the Texas Rodeo Cowboy Hall of Fame.

Nancy performed barrel races in high school. Her brother, Mark Wallace, took it a step further, following in his father’s footsteps in the rodeo circuit. Mark’s son, Sterling Wallace, is now on the professional rodeo circuit. The men prefer steer wrestling and team roping events.

The family also operates their businesses together. Three generations work at Justin Discount Boots while Sterling keeps the family cattle business in gear.

But what remains clear is their commitment to a country lifestyle and, especially, to each other.

“What keeps it going is family tradition,” Nancy said.

Read more CoServ member stories.