Happening Now:
South Congress

We take a stroll down one of Austin’s favorite avenues to see some of its newest shops

by Arianna Jopling
Happening Now: South Congress

Have you taken a stroll down South Congress lately? It looks pretty different than it did a year ago. Yes, of course you can still catch a show at The Continental Club, eat all the salsa at Güero’s and sip frosé within Hotel San Jose’s courtyard, but you can also bedeck yourself in Madewell, bask in Gwyneth’s aura and get fitted for a pair of Tecovas. Not sure where to start? Follow along.

Photo by Rochelle Abante

Good Company

With its doors opening the first week of SXSW, Good Company’s second location is thriving. Owned and operated by Mallory Carroll of SBJ, each piece in the shop is thoughtfully designed and curated, from beautiful textiles to lovely handbags and intoxicating scents. Carroll carries brands she knows and cares about (like Australian cult favorite Megan Park), often giving small designers a wonderful home.

Photo by Jared Tennant

Kendra Scott Flagship

The inviting front porch is an excellent pair to a dainty macaroon and refreshing glass of, really, anything at the Kendra Scott Flagship. A brightly refurbished bungalow hosts Kendra Scott’s home collection, new releases (we’re digging the pepper hoops and didi silhouette), a color bar and the brand’s first ever café. Set up to host a wealth of events, this stop is an absolute must. No excuses, as they also have free valet.

Maufrais

Big dreams fill the space that once held Uncommon Objects (never fear, they have found their own new home). Transformed into Maufrais, a multi-faceted custom Stetson retailer, this is more than just a hat store. Currently operating as a pop-up, Maufrais is still settling permanently into the space. “Later this summer, we’ll have coffee by Little Brother and a full-on custom hat bar, ” explains Maufrais’ Lauren Greenberg. Thanks to their event space they are already hosting neighborhood happy hours, art shows and more.

Krewe

A tiny home parked across from Home Slice Pizza is the perfect fit for the New Orleans based sunglasses retailer. Lining the shelves are a vast assortment of chic eyewear with options for everyone. Recalling the glamorous ‘40s, ‘50s and ‘60s we can’t get enough of their updates on classic silhouettes.

Tecovas

Local boot and classic western brand, Tecovas, strives to make the boot buying experience laid back, enjoyable and customer-centered. This mentality is reflected in their brick-and-mortar shop, which screams Austin thanks to its Claire Zinnecker designed interiors, opportunities for live music and vintage shoe shine station. The customer attention given by the employees is one-of-a-kind and it’s a spot you could easily find yourself lingering in.

Photo by Katie Rose Gurkin

Aviator Nation

Time travel to the 1970s merely by stepping foot into Aviator Nation. The psychedelic murals, plush furniture and vinyl album covered wall take you back in time. These strong vintage vibes are reflected throughout the apparel line which is known for colorfully striped hoodies, t-shirts, velvet swimwear and puffy bomber jackets. Don’t forget to check out their schedule of events – they have a consistently great lineup of yoga, music and more.

Photo by Adam Kingman

Madewell Commons

A store focused on community and connection, Madewell Commons is your trusted Madewell and then some! Already hosting and partnering with many local artists, they are seeking to create experiences that give people a reason to gather. The space is flexible for a variety of events and a designated spot up front features Fort Lonesome chain stitching. Done and done.

Warby Parker

Every Warby Parker location has its own flair and this location is no exception. Beautiful customized indigo-dyed bandanas designed by LAND cover the walls and local non-profit Austin Bat Cave, a writing center for kids, resides in the back. Make sure to snag a pic in their photo booth.

Photo by She-She Media

Goop MRKT

Entering the doors of Goop MRKT feels like what we imagine (dream?!) is the next best thing to GP’s home. A clean and cozy vibe fills the shop thanks to terracotta tile, a towering entryway tree and bright white everything. The wellness brand pop-up (in town until April 28), which stocks COS, Vintner’s Daughter and Beautycounter, just to name a few, is also hosting loads of wellness related events and treatments. You know you want to.

Best Made Co.

The New York based “quality over quantity” brand chose Austin as its third location (an annex store) thanks to the high number of online sales originating from our city limits. It’s obvious that every product is made with extreme attention, as each axe, plate and accessory begs for yours as you mosey around the shop. Marked by a cohesive color palette, all of Best Made’s items clearly reiterate what the company values: purpose, quality and adventure.


Read More From the Style Issue | April 2019


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