$3 million worth - that's how many boots brazen bandits have stolen from a Fort Worth icon.

Justin Boots has suffered two rounds of break-ins with five tractor-trailers stolen.

Each one - full of brand new boots.

It happened at the worst time of the year.

Thieves took 20,000 pair of boots - ready to be packed and sent out for the holiday shopping season.

"This is the biggest time of the year, biggest shopping day is next week, and now those boots are gone," said Justin Brands spokeswoman, Lisa Lankes.

They had just arrived from manufacturing plants in shipping containers - and were parked outside the Justin Boots distribution center in Fort Worth.

The first theft took place over Labor Day weekend.

Robbers cut the chain on a fence, came in with a big-rig cab, hooked up to a trailer, and took off - three separate times.

The loss from that event is estimated at $2.3 million.

The company had decided to put in stronger security after the first break-in, namely a bigger security gate and more cameras. The problem is, they didn't do it quickly enough.

The second theft took place November 9th.

Two containers were stolen using the same method.

Total loss is estimated at $700,000.

"They knew what they were doing, they had all the resources, they had the equipment and they were aware of what we do," said Lankes.

And aware of the price tag.

One pair goes for about $250 retail.

Crime stoppers has a $1,000 reward for any tip that leads to an arrest.

But Justin has another measure in mind for this kind of bold boot theft.

"In Texas, it's deserving of a public lynching," said Lankes.

E-mail jbrady@wfaa.com.