Cowgirls are tough, no doubt about it.

They’ve also got heart.

That’s the idea behind the Cowgirls With Heart clothing line, which launches this week at the rodeo. The T-shirt collection — in cotton or a cotton-poly blend — range from racerback tanks to modest ¾-length raglan-sleeved shirts and come in a dozen designs.

No matter if the shirt bears a Day of the Dead sugar skull or a horse with a swirling mane, hearts are hidden throughout the image.

Diane Storms — a longtime volunteer horseback marshal with the Tucson Rodeo Parade who started the annual Cowgirls With Heart rodeo dance — teamed with local digital artist Randall Williams to create the shirts.

People have always loved the Cowgirls With Heart logo, which Williams designed. Clothing seemed a logical step, said Storms, who hopes to branch out into accessories.

The shirts, which range from $22 to $35 and come in small, medium and large sizes, will be for sale at the Rodeo Grounds until Feb. 23. They’ll also be available at Friday’s rodeo dance at El Casino Ballroom.

Williams says the line is designed to inspire.

“We want to help people be aware of their heart, their passion.”