Good guys in cowboy shows and movies in the 1960s and 1970s have a similar formula for dress. The good guys wore leather outfits in shades of brown and tan. Fringe was a popular adornment for the good guys during this time. The men wore large-brim cowboy hats, bandanna kerchiefs, cowboy boots with spurs and a leather gun holster. The good guys occasionally wore gingham shirts instead of leather shirts with a leather vest. For "town" wear, the men would wear a dusty-looking suit coat over a gingham shirt.
The bad guys were clearly identifiable in the 1960s and 1970s. The bad guys wore darker colors than the heroes. They would wear dark pants, a dark shirt, often red, dark suit coats and dark hats. The bad guys were often dressed better than the good guys. Bad guys often had mustaches. Other than the color differences, the bad guys wore similar accessories with cowboy boots and hats and a gun holster with a revolver or other pistol. Bad guys would also wear ponchos.
In cowboy shows from the 1960s and 1970s there were often Native Americans in the show as well. Sometimes the Native Americans were on the good side and sometimes they were the enemy. Native Americans typically all wore similar outfits. The men wore leather fringed pants and leather fringed shirts, if they wore a shirt at all. The hair was braided and the Native Americans wore headbands with feathers in them. Sometimes the Native Americans wore ponchos over their clothing. They always wore moccasins and their clothing was heavily embellished.
In movies and TV shows from the 1960s and 1970s, there were three types of women. There was the barmaid or brothel woman, who wore low-cut tops, bustier bodices and full, ruffled skirts with low-heeled boots. There was the heroine, who wore tight dresses with high necks and full, bustled skirts. The third kind of woman in old cowboy shows was a Native American woman. She often wore a long, fringed dress made from leather or another rough material. She would have braided hair and moccasins.