Vintage denim, worn leather, silver, cowboy boots, crisp shirting. Lauren Owen of Texas has a way of making all the things that define Texas style feel entirely their own. Founded by Lauren Mahoney and her husband Matthew Owen, the West Austin shop is a mix of rare vintage, Texas-made goods, and pieces designed and remade by the couple themselves.
With a focus on quality, provenance, and strong personal style, Lauren and Matthew have created a collection that reflects their approach to dressing and living in Texas. On LAUNE, Lauren and Matthew share more about the inspiration behind the shop, their curation process, personal style, and what’s ahead for Lauren Owen of Texas.
1. Tell me about yourselves and Lauren Owen of Texas.
I’m Lauren Mahoney, and along with my husband Matthew Owen, we created Lauren Owen of Texas—our specialty shop in West Austin. We are using our backgrounds in retail, branding, and creative direction to build a space that bridges rare archival finds with everyday essentials. We’re celebrating Texas as the ultimate source of Americana—impeccable vintage denim, Texas made cowboy boots, silver, cowboy hats, and our own line of remade and new goods crafted for living in Texas or traveling as one. But at its core? It’s about community. We built this to host people, welcome them in, and function as a true second home for us.
2. What is the LAUNE (mood) of Lauren Owen of Texas?
Effortless, structured, and a little bit unbuttoned. Think crisp poplin paired with beat-up 1970s leather, or heavy turquoise jewelry over a sharp blazer. It’s warm and historical, but zero fluff or costume—just really, really good taste that feels totally lived-in.
3. What inspires you?
Obsessive detail. The contrast between rigid vintage and feminine tailoring, architectural proportions, real patina, old Western cinema, and people who wear their clothes with total conviction and purpose. When you see a presenter at the Rodeo, they are celebrating, and their outfit matches their joy, it’s a moment.
4. What does the creative, curation process look like?
It’s total curation mania. Matt and I are constantly hunting down pieces with incredible provenance—analyzing the exact wash of a denim, the weight of the cotton, the drop of a shoulder. Then, with our remade line, we take those historic textiles and tweak the fit so it actually flatters and has some fun. If it’s in our shop, we are personally obsessed with it. The baseline rule is simple: if we wouldn’t wear it or put it in our own house, we won’t sell it. Period.
5. How do you want people to feel when they wear or purchase pieces from Lauren Owen of Texas?
Like themselves, but instantly cooler and completely put-together. I want buying a piece from us to feel like finding that holy-grail item in your closet that you reach for every single morning because it just works.
6. What’s next for you both and Lauren Owen of Texas?
More original designs, expanding our remade program, and continuing to turn our Austin space into a destination for people who care. But beyond retail, the core is about hospitality, it’s the southern way, and we intend to find new ways to do just that.
Rapid Fire:
1. Describe your style in three words.
Archival, experimental, lived-in.
2. Dream collab?
Goodness, where to start. Graham Ebner the bootmaker, Serratelli Hatters, and master artisans like Comstock Heritage for custom buckles.
3. What are three staple items that every closet should have?
A perfectly worn-in pair of vintage 501s, an authentic leather Western boot, and the L.O. Texana Oxford in white.
4. Favorite place?
West Texas, or hunting for vintage along dusty stretches of Hill Country backroads. We also can’t get enough of Round Top, it’s a beautiful coming together of all us Texas folk who love these types of things.
5. Favorite restaurant in Austin?
Tiny Boxwoods, Fonda San Miguel, and Styles Switch BBQ. This is too hard of a question, we have amazing food, so there’s a few.
6. Favorite drinks spot in Austin?
The bar at Jeffrey's or Broken Spoke, depending on the mood.
7. Favorite style icon?
Jane Birkin meets Georgia O'Keeffe in West Texas. Ha!
8. Favorite movie?
Giant is Matthew’s, maybe Paris, Texas (1984).
9. What are you loving right now?
Fall in Texas is fun, but challenging, and the question becomes, how do you layer and stay cool in the heat? I’m loving white for the fall, with faded black denim and deep chromatic suede.
LAUNE x Lauren Owen of Texas
LAUNE x Lauren Owen of Texas
