Cowboy Sean McGough stoked the flames as smoke filled our nostrils and made our eyes tear. The branding iron turned a bright red, and we prepared for the smell of burning cowhide.
What we got was burning rubber.
McGough wrestled a pair of Teva sandals to the ground and seared the sole with the letters "GV."
"Hey, would you brand my cowboy hat?" requested a college girl from Pennsylvania.
"You couldn't make it any worse," joked a California winemaker as he eyed the pink straw Stetson.
"What are you talking about? This hat's from Texas," she shot back.
"That's the problem right there," quipped the cowboy -- apparently Wyomingites don't take kindly to Texans -- while fielding the boots, denim jackets and even pieces of wood we tossed at him for branding.
We all wanted to take home a piece of Jackson Hole's Gros Ventre River Ranch, where even the branding ritual is a bit, well, unorthodox.