Editor's note: Representatives for the company have since confirmed that the South Congress Madewell store will open on July 31.
The South Congress retail boom is getting another resident. Later this summer, cool-girl casual mainstay Madewell is expanding its Austin footprint, opening a new 3,150-square-foot location at 1327 South Congress Ave. The brand, which is owned by J. Crew, will join nearby Warby Parker, Amy's Ice Creams, and Botticelli's on the trendy strip.
Madewell's head of design, Joyce Lee, says the spot was a natural fit for the cult denim company. "We’re thrilled to be opening on South Congress, in the heart of the city," Lee tells CultureMap. "The team and I have always been drawn to Austin, visiting time and again for inspiration — we especially love the tacos, live music, and all the cacti!"
In true South Congress fashion, Madewell is tauting its upcoming shop with a temporary mural by local artist Emily Eisenhart. Eisenhart’s style piqued the interest of the retail brand, which sought her out to create an installation as part of its Hometown Heroes initiative, which seeks to highlight makers and creatives nationwide.
"To announce the new location, we wanted to tap into Austin’s creative community and do something we’ve never done before," says Lee. "We were immediately drawn to Emily's dreamy aesthetic and bright color palette. She so perfectly captures the Madewell spirit."
For her part, Eisenhart tapped into the city’s cultural draw for inspiration. “The wall draws in passersby with its lively shapes and patterns that reflect Austin’s native plants, sunny disposition and weather, and the movement in this outdoors-loving city,” she says.
And because no mural would be complete without an Instagram-able touch, Eisenhart assures that the photo ops are aplenty. “The mural’s most photo-worthy portion reads ‘You look so good’ and has inspired many — who are here to see this city’s colorful murals — to stop and strike a pose,” she adds.
The South Congress locale will be the brand’s second outpost in Austin; the first opened in The Domain in 2007. Currently, that location offers live monogramming, one-on-one styling, denim recycling, and more. Madewell wares can also be found at both of Austin’s Nordstrom locations.
While no official opening date has been announced, Madewell’s SoCo store is expected to open later this summer.
Madewell is coming to South Congress.
DIIV's set was moody, but propulsive thanks to strong bass lines.Photo by Brianna Caleri
Zachary Cole Smith can always be counted on for a nostalgic 'fit.Photo by Brianna Caleri
Starcleaner Reunion singer Jo Roman keeps the beat.Photo by Brianna Caleri
From the looks of it, no one had a better time onstage than Wayne Coyne, frontman of the Flaming Lips.Photo by Brianna Caleri
The tinsel whip was one of many props.Photo by Brianna Caleri
The Flaming Lips are known for touring with huge inflatables.Photo by Brianna Caleri
A joyful crowd reacts to being blasted with confetti during the Flaming Lips' set.Photo by Brianna Caleri
Ty Segall was king of the guitar jams.Photo by Brianna Caleri
Segall's painted jeans were probably the most unique fashion statement all weekend.Photo by Brianna Caleri
The Psych Fest uniform: Earthy shorts and calf tattoos.Photo by Brianna Caleri
Thomas Attar Bellier of Al-Qasar plays a beautifully adorned electric saz.Photo by Brianna Caleri
The more mics, the better for Al-Qasar.Photo by Brianna Caleri
A closer look at the saz.Photo by Brianna Caleri
Lyrics in Arabic brought extra gravitas to the set.Photo by Brianna Caleri
How's that for a desert hallucination?Photo by Brianna Caleri
New Candys guitarist Emanuele Zanardo puts a physical flourish in his playing.Photo by Brianna Caleri
A portal opens...Photo by Brianna Caleri
The Black Angels interrupted the technicolor parade for a largely black-and-white set.Photo by Brianna Caleri
Black Angels bassist Misti Hamrick-French basks in the cold glow of a strobe light.Photo by Brianna Caleri
Dumbo Gets Mad reminds us that Italians just get fashion.Photo by Brianna Caleri
Guitarist Luca Bergomi gets in on bassist Ivan Torelli's shot.Photo by Brianna Caleri
LA LOM bassist Jake Faulkner captures the sun.Photo by Brianna Caleri
Guitarist Zac Sokolow danced for the whole set, which happened to be on his birthday.Photo by Brianna Caleri
Faulkner's grandstanding added flavor to the show, which ultimately didn't need psychedelic visuals.Photo by Brianna Caleri
Faulkner's howls cut through the air, hardly amplified.Photo by Brianna Caleri
Trish Toledo paid homage to mothers and couples in her romantic set.Photo by Brianna Caleri
Not a practical shoe for a rainy weekend. We salute her sacrifice for fashion.Photo by Brianna Caleri
Thee Sacred Souls closed out the festival with a brass section.Photo by Brianna Caleri
This backup singer was exquisitely styled in blue.Photo by Brianna Caleri
Singer Josh Lane snapped a photo of an adoring audience. See you next time, Josh.Photo by Brianna Caleri