It’s now the TFW, and yes, that is the reason.
Sadly, this idea came too late for Land of Leather. 
What’s that a cow joke? Cheese it up at our expense why don’t cha now.
They should have changed their name to Mr. Hide.*
*attracting countless Hannibal Lecter fans.
If they had been based in Wisconsin, I’m sure the Milwaukee Industrial Leather Federation would have helped them out.
Gone the way of Arcadia (née Beaver) College, and the listing of tossed salad on restaurant menus.
Yet Big O Tires proudly marches on (while ironically offering balancing to reduce vibrations)