New Favorite Store

Austin's famed men's shop bucks tradition with new women's collection

Austin's famed men's shop bucks tradition with new women's collection

Daughters essentials for women
The line will take over 250 square feet in Stag's South Congress location. Courtesy photo

Style lovers rejoice: Nearly a decade after launching, Austin's own Stag Provisions is finally  — finally! — moving into women's apparel. On March 1, the menswear darlings launched Daughters, a line of "essentials for women" including apparel, accessories, and vintage goods via its online store. Beginning March 8, the women's shop will be permanently available in Stag's South Congress Avenue locale, taking over 250 square feet of the flagship.

Stag's longtime operations director and buyer Gwen Riley will curate Daughters, which offers "functional, approachable and stylish ... looks, focusing on vintage-inspired designs rooted in quality, creativity, and comfort," according to a release.

In the spirit of quality, the name is a nod to the legacy of heritage pieces that are handed down from mother to daughter. "The intention [is] that these pieces will be passed down over time," said Riley in a release.

Soon-to-be devotees can expect lines like Red Wing, Levi's, RRL, Faherty, and Imogene & Willie to appear in the newest collection. Though Daughters is barely five days old, a handful of pieces — including this obsession-worthy suede bomber — have already sold out. 

The news that Daughters is filled with sought-after pieces should come as no surprise to longtime Stag shoppers. Even as it expanded to North Austin, Dallas, Houston, and Venice, California, the brand has kept its reputation for mixing one-of-a-kind gems with classic pieces. And lest Stag's clients worry that Riley will be leaving menswear permanently, rest assured that she'll stay on as buyer while also adding Daughters founder and co-owner to her titles.

“Our hope is to establish the Daughters brand gradually and intentionally. Stag will continue to lead with men’s, and Daughters will add a similar but distinct experience for women,” said Riley.

On March 8, Daughters and Stag will celebrate with a launch party from 7-9 pm. Guests can enjoy drinks from Big Bend Brewing Company and Madre Mezcal, and light bites from Hillside Farmacy. Ten percent of proceeds from sales that evening will go to Deeds Not Words