Live, love, dress like Beyoncé and Co.
Cowboy Boots, wide-brimmed hats, fringe, and of course, jeans: ntv.de took a look in Texas at how the current Western trend is being implemented. There's definitely something for asphalt cowgirls and boys here.
South Congress Avenue meets old and new Texas: restaurants, food trucks, bars, candy-colored cafes, and boutiques line both sides of the four-lane avenue where traffic never seems to stop. It winds gently down the hill towards the Colorado River, always with a view of the Texas State Capitol, built between 1882 and 1888, which at 92.24 meters is the sixth tallest state capitol in the U.S. and taller than the U.S. Capitol in Washington, D.C.
"South Congress' coolest street," as it's called on its own Instagram account, is the lifeblood of the South Congress neighborhood, or SoCo, and is known across the country as one of the best shopping destinations. Those seeking clothing, jeans, and accessories in a Western look will find it here. The stores and passersby reflect the implementation of what designers have declared one of the year's most important trends: Best Western.
Pharrell Williams sent cowboys and cowgirls in denim jackets and typical Western necklaces, called bolo ties, down the runway for Louis Vuitton, Christophe Lemaire showed poplin shirts with decorated collars, belted with a belt and a half-tucked shirt, and Chloe showed heavy leather jackets with fringe. And all the models wore cowboy boots, of course.
Cowboy boots were never "out" here
The trademark of Allen's Boots is visible from over a mile away: a giant red cowboy boot adorns the entrance of the legendary store founded on South Congress in 1977, which claims to offer the world's largest selection of boots under one roof, with over 4,000 pairs. Inside, it's rustic, with neon tubes lighting the wood-paneled walls, on which some antlers hang.
The cowboy boot's origins lie with the Mexican vaqueros, cattle herders who wore boots in the color of their respective ranch or with fur decoration from the 17th century onwards. Over time, these boots with high heels and rounded toes were used as functional work shoes for farmers or riding boots - and still are today: at Allen's Boots, farmers often buy a pair of classic, hand-stitched cognac brown boots that are meant to last many years. Because it's clear: if you're spending $600, you don't want to take home a piece of shit shoe.
At the same time, a group of young women and men are browsing the full shelves of intricately embroidered boots, which they'll likely wear not to the horse stable after their shopping spree, but to the next cafe table, where they'll open their laptop to work. And look like they just stepped off the ranch - plus tattoos, piercings, and blue-green hair.
The Beyoncé Effect
Another classic of the Western look is jeans. The original brand, Levi's, goes back to the French immigrant Levi Strauss, who began making durable denim workwear reinforced with copper rivets in San Francisco in 1873, together with tailor Jacob Davis. In 1890, they created the 501 jean. Soon, miners and railroad workers began exchanging their traditional wool pants for this more durable denim variant. Fashionable became the jean in the 1930s, when the American "Vogue" declared it "Western Chic." Today, Levi's jeans are back in high demand after a few years when they weren't as popular.
The Beyoncé Effect is also contributing to this: The Houston, Texas-born singer is promoting the brand on her March-released album "Cowboy Carter" in the duet "Levi's Jeans" with Texas rapper Post Malone. Levi's Strauss & Co has since seen a 20 percent increase in customers in U.S. stores, and its stock price has also risen by 20 percent.
Jeans of various brands, as well as fragrant cottage dresses and hats, are sold on South Congress Avenue at the Good Company store. "The Western style is very popular with us," explains employee Alice. What stands out: The jeans on the racks often look like they're secondhand, but they're from brands like Mother Denim or Citizens of Humanity - brands that do the used look quite well. Customers want their jeans, as well as their shirts or t-shirts, to look really worn and broken in. According to the photo platform Pinterest, searches for the keyword pair "Vintage Americana" increased by 145 percent last year, as did searches for the term combination "Western Gothic" for fashion in dark, muted earth tones.
Not Without My Hat
Store employee Alice knows why the Western look is so popular: "It can be worn at any age. Above all, it's uncomplicated and particularly for women a real easy-going style: Jeans and boots - done. It works casually during the day, but also great for going out at night by adding accessories or wearing a hat or boots with glitter accents," says Alice, who has discovered the cowgirl in herself. "I'm from Britain and have been living in Austin for several years now. I own a considerable number of Western boots and countless jeans," she says laughing. Today, Alice is wearing a relaxed white linen shirt with faded jeans and a heavy brown leather belt, with silver rings on every finger.
Even getting married can be done superbly in Western style, she finds: "That's very Texan, especially at a country wedding. The bride combines a long bohemian dress with boots, the man jeans and boots. And both wear a hat," she advises ntv.de.
Because the real Western outfit needs a casual headpiece: At Maufrais, they come in the colors of the prairie landscape, faded gray, dark green, adorned with feathers. The hats are all handmade in the store's workshop: Through a glass window, you can watch an employee carefully burning off excess hairs from one with a wide brim.
Another employee stands before a customer to check the fit of her new hat. It fits perfectly. Now nothing stands in the way of an authentic evening in Austin.
Under Visit Austin (keyword South Congress Avenue), you'll find the best shopping addresses. As well as tips on where to stop for a bite on the side of the road in one of the many cafes or restaurants.
Visitors to South Congress Avenue can find a unique blend of old and new Texas culture, including shops selling Western-inspired clothing and accessories. For those looking to complete their Western outfit, Allen's Boots on South Congress offers a vast selection of cowboy boots, catering to both farmers and urban dwellers who want to embody the trend.
Nearby, Good Company store sells popular Western fashion brands like Levi's, attracting customers seeking vintage-inspired denim and Western Gothic-style clothing. Furthermore, Maufrais offers handmade hats in traditional colors and styles, perfect for completing an authentic Western look.
