Across Texas and west into California, a new wave of menswear has been brewing. Catering to both those who religiously follow #menswear and those just interested in a quality pair of pants, STAG Provisions epitomizes the modern men’s lifestyle store and all the bells and whistles that come with it. Like its brethren at shops like Hammer & Awl to the northwest, the popular series of shops (and its accompanying E-commerce site) nail the rugged-refined vibe that so many crave nowadays, what with brands ranging from the eclectic tailoring of The Hill-Side to the tough stylings of Red Wing boots.
Co-owners Don Weir and Steve Schuck have nailed a vibe that’s polished yet gritty thanks to their varied backgrounds, which have ensured multiple viewpoints find their way into each STAG outpost (three in Texas and one in Venice, California).
“My first job was selling suits and ties in high school, so I started to get hooked on it a little back then,” Weir said via email. Weir spent almost a decade in the music industry and the antique trade before making the leap into apparel in 2009. He credits the iconic and incredibly rustic RRL store in New York City with sparking his interest in rough-and-tumble menswear. Shuck brings a decidedly more retail-focused background to the operation thanks to a long stint at Gap, Inc. working in both corporate strategy and as the head of both domestic and international store operations.
“When we started STAG in Austin five-plus years ago, the idea to open a men’s clothing and lifestyle store sprang from what we perceived to be a gap in the market for classic men’s clothing with an American point of view,” Weir said. “We had difficulty finding clothes for men that were well made and weren’t so heavily dictated by trends and tricks.”
Indeed, the shop’s product selection now skews heavily classic (think staple chinos from brands like Save Khaki), but mixes in some more trend-forward offerings from brands like Saturdays Surf NYC (that’s a CPO jacket from the brand in the above photo). It’s all distilled through the lens of clothing that guys can look good in without too much thought contemporary but not high-fashion, rugged yet not too workman-like. It’s balanced out by items like barware and even candles designed to add that same flair to the style-conscious guy’s home life.
“We cater to all kinds of customers with a really wide demographic base,” the owners said. “What they all have in common is they care about personal style over fashion and are more interested in quality over trends.”
That wide demographic base plus an appreciation for quality has helped spread STAG across the West to like-minded areas.
“It’s been a whirlwind, but it’s been a blast. We had our eye on Houston & Dallas for a couple of years before finding the right spots in those cities, and the Venice thing kind of happened unexpectedly,” Weir and Schuck said. “With each season, we’re learning more and more about the personality of each store and city and customer, so now it’s just a matter of dialing things in a little bit.”
That assortment could soon include more home goods and potentially some women’s product at the Venice store, but for now, the brand has the market well-covered across several areas. Its range of long-sleeve shirts is to be commended, featuring a mix of saturated solids and just-different-enough plaid pieces from brands as diverse as Gitman Vintage (out of NYC) and Rogue Territory. Henleys and long-sleeve tops from Faherty Brand also strike the right mix of polished and casual. For those seeking a bit of a preppier vibe, colored chinos from Grayers add a pop of color to a range of dark, inky denim and faded chinos.
The brand has also partnered with General Assembly on its own line of tailored wear, featuring both navy and light grey suiting options in a classic two-button cut featuring trim lapels. The shop’s outerwear selection is also a highlight, featuring, for example, a more minimal take on the bomber from Alex Mill and classics like the Short Cruiser Jacket from Filson. It’s an equally good thing for shoppers that even STAG’s accessories, while pricey, fit right in with the rest of the company’s offerings. Weiss Watch Co., Filson (again) and Daniel Wellington timepieces re stocked in a tightly curated assortment.
Lest one think the brand only caters to those seeking work boots and jeans, STAG also stocks swimsuits that combine vintage taste with updated cuts, in addition to neat ballcaps and beanies from The Hill-Side (among others). As the duo searches high-and-low for new designers that catch their eye, they’re always focused on incorporating only the items that make sense for the store’s current product assortment and the discerning eye of their customer. As long as patrons flock to well-made, well-designed and authentic men’s goods, stores like STAG will have a home no matter where the company expands.
Read up on all things men’s style at The Style Guide.