South Congress Avenue in Austin is turning into a cowboy boot paradise, with brands like Tecovas, Lucchese, and Kendra Scott flooding the street since 2019 — fueled by Western wear’s surge thanks to “Yellowstone” and country music. But as Wrangler and more boutiques open, locals worry the vibe is shifting from quirky Austin charm to polished, tourist-driven Western retail — is the heart of South Congress being replaced by boots and hats?

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