Luther's Serves Up Testosterone-fueled Men's Clothing in Austin, TX

There are three essentials the modern man needs to pack in an overnight bag. A toothbrush, deodorant, and a pair of Stronghold Denim from Austin's own Luther's. Presiding over the northern edge of the hardest working strip of mannequins on South Congress Avenue, Luther's is more than a men's and women's clothing and accessories store, it is a philosophy.

Opened in March of 2009, the 500-odd sq. ft. boutique is the brainchild of owner Cory Moore who believes that "image is everything and brand integrity is paramount." The principle that "life is complicated, your clothing options shouldn't be" is evident in every square inch of the store which stocks what could best be described as motorcycle chic meets new vintage.

Luther's carries emasculated tee-shirts from brands like Harley-Davidson and Deus Ex Machina that literally drip testosterone. The lines are trim and sleek and clean boasting bold motorcycle-themed graphics that invoke patron-saint Steve McQueen.

Pendleton original plaid shirts complement the Red Wing boots that line the walls, and fedoras dot the landscape at prices that are comparable to what you would expect from retailers like those at the Domain (only the merchandise here is twice as cool.)

As the exclusive carrier of Wolverine in Austin, Luther's lays claim to stocking the 1000-Mile Boot in black and brown leather with the added manufacturer's guarantee of being the most comfortable boots you'll ever own.

In addition to jewelry from local musician Lou Ann Barton, sweaters and shirts from Indian Motorcycle, and Mak'r leather goods, the store is continually updating merchandise from around the globe and adding product lines that are difficult if not impossible to find anywhere in central Texas.

So what about that essential premium denim?

Stronghold, the first manufacturer of jeans in Los Angeles back in 1895 specializes in selvage, which accounts for only 1% of all of the denim manufactured in the world. Luther's carries several fits and finishes of this unique interpretation of the classic brand that combines the trim of the original with the workmanship of jeans meant to last a lifetime, "probably even longer." While these dark denim trousers can be pricey, they should be considered "an investment, and not a novelty."

With an online shopping cart now available, Luther's takes another step towards offering its unique merchandise far beyond the confines of SoCo. With all of that temptation, you may have rethink those essentials in that overnight bag.
The toothbrush will have to go.