Contemporary cowpokes have a new place to shop on South Congress Avenue. Ariat, a practical-yet-fashionable Western brand from California, is moving in at 1323 South Congress Ave. with a 10-year lease.

The 1,400-square-foot storefront formerly housed Goorin Bros., a California-based hatmaker that blended in fashionably in Austin. The store announced its closure in August after 16 years in town and closed for good in October. The closing message did not suggest that the store would reopen somewhere else nearby.

The retail space is situated between tiny dive bar White Tiger and 70s-inspired lifestyle brand Aviator Nation, which yes, is also from California. Those two businesses are flanked by New York brands Warby Parker and Madewell.

This version of 1323 South Congress Ave. will disappear.Photo courtesy of 90Ten

Commercial real estate broker firm 90Ten is the new owner of 1323 South Congress Ave. It announced the lease with Ariat in a November 17 press release.

Ariat carries men's, women's, and kids' styles that combine workwear and fashion. It is best-known for its shoes, which range from waterproof work boots with a reinforced toe to sleek, tall Western boots in 20 colors. Shoppers can also find denim, jackets, accessories, and a range of sporty equestrian gear.

Ariat works in both fashion and function.Ariat/Facebook

Ariat gets its name from Secretariat, the race horse that won the 1973 Triple Crown.

So far, there is no opening date available for the new South Congress store. Shoppers can already buy Ariat on South Congress at Allens Boots. Other sellers are listed here.