Western wear brand Ariat is gearing up to celebrate its grand opening on South Congress Avenue, but it's not just throwing a party for itself — it's getting the whole block involved.

The first Ariat store in Austin, and third in Texas, will host a two-day block party and passport crawl in partnership with local businesses from 11 a.m. to 2 p.m. this Saturday, April 25 + Sunday, April 26.

Ariat will also give out a free pair of jeans (and help style them, if you wish) to the first 50 people in line on both days. Note: The store opens at 10, but giveaways don't start until 11.

The opening is full-circle for Ariat and Allens Boots, who have long been retail partners. | Photo by ATXtoday

The event

Pick up a passport from Ariat, which will lead you to...

Flash tattoos from Southside Tattoo
Live music at White Tiger and Tiger’s Den
Surprises + perks from YETI and Allens Boots
Customizations and giveaways from Ariat

Inside the store

Austin's Ariat, which gets its name from the horse Secretariat, is denim-focused and features a small selection of boots, though you can get more styles at nearby Allens Boots. Inside, you'll find exclusive Austin T-shirts, a hat bar with accessories from Austin Accent, and a turquoise selection.

"We see this store as part of a broader shopping experience—where customers might find their perfect pair of jeans with us and then head just down the street to Allens Boots to complete the look with cowboy boots," Senior Store Manager Sirena Ellis said. "It’s a natural synergy, and one that reflects how we want to show up in the community: not just as a standalone store, but as part of a connected, local retail ecosystem."