Texas Standard

What Texas Standard does

Texas Standard is a privately held, Austin, Texas-based direct-to-consumer apparel brand founded in 2015 by Christine Bagot (co-founder) and operating as the self-described 'Outfitters of the Texas Gentleman.' The company designs, sources, and sells Texas-themed western apparel and accessories through a Shopify-powered e-commerce platform, supplemented by a retail partner program and physical retail locations. The product portfolio spans 494+ SKUs organized into core categories — guayaberas, pearl snaps, button-ups, polos, tees, chinos, shorts, caps, cowboy hats, belts, and outerwear (jackets, vests, pullovers) — with women's-specific items (Guayabera Dress, Crop Tees) and a dedicated Golf/performance line added over time. Differentiators include the proprietary TexShield waterproof fabric protection technology, UPF 40+ and moisture-wicking performance fabrics, and signature Texas-inspired color and product naming conventions.

The business model is straightforward unit-pricing DTC commerce with no subscription component. Items range from $35 entry-level tees and caps to $500 premium leather jackets, with free shipping above $150, free returns, and a 5%-back rewards program supporting retention. Distribution is primarily direct through the Shopify storefront (shipping internationally to ~100 countries), with a wholesale retail partner program and select physical retail locations as supplementary channels. The brand cultivates community and earned-media reach through its editorial journal, Instagram presence, and partnerships with culturally resonant Texas institutions — notably a co-branded collection with Texas Exes (UT Austin alumni association) and a 2025 limited-edition capsule with Shiner brewery.

Texas Standard has received institutional venture backing from Morrison Seger Venture Capital Partners across two disclosed rounds in 2023 and 2024, though dollar amounts are not publicly disclosed. The company remains founder-led and independently owned, with no parent entity, subsidiaries, or M&A activity on record. Operations are concentrated in Texas with a stated employee headcount of 11-50, and no AI/ML, mobile app, or API surface is disclosed beyond the core Shopify storefront.

Name

Texas Standard

Legal name

Texas Standard

Website

https://texas-standard.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

Texas Standard is a privately held Austin-based direct-to-consumer apparel brand designing, sourcing, and selling Texas-themed western clothing, accessories, and outerwear primarily through a Shopify storefront, with a retail partner program and co-branded collections.

Ownership category

akta.pro rank

Product category

Western Apparel

NAICS

Apparel Accessories and Other Apparel Manufacturing (3159), Clothing and Clothing Accessories Retailers (4581), Clothing and Clothing Accessories Retailers (458110)

SIC

Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300), Leather & Leather Products (3100), Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Small Leather Accessories Manufacturing (Belts/Straps/Watch Bands) (IMAOAFAG)

akta.pro secondary industries

Golf Apparel Retail (Men’s/Women’s/Youth) (CRAMAGAD), Riding Jackets, Pants & Suits Retail (Leather/Textile) (CRAMANAF)

Keywords

• Western style apparel
• Men's casual shirts
• Guayabera shirts
• Performance polo shirts
• Leather accessories

Headquarters

HQ city

Austin

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Marketing or Sales, Operations, Technology or R&D, Infrastructure

Revenue model

1. Direct E-commerce Sales: Primary revenue stream through the company's Shopify-powered online store. Customers purchase products directly at listed prices with no subscription component. Products are one-time purchases with free shipping on orders over $150, free returns, and a rewards program offering 5% back in store credit.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

Texas Standard is a Texas-based fashion designer and direct-to-consumer apparel brand that designs, sources, and sells modern Texas-heritage-inspired clothing and accessories. Its product portfolio includes guayaberas, pearl snap shirts, button-ups, polos, tees, chinos, shorts, caps, a cowboy hat, leather belts, and outerwear (jackets, vests, pullovers), with women's dresses and crop tees. Differentiated by proprietary TexShield waterproof fabric technology, UPF 40+ sun protection, and moisture-wicking performance fabrics.

Product overview

Texas Standard is a direct-to-consumer apparel brand that designs and sells Texas-themed clothing for men and women. The product portfolio centers on western and Texas-inspired fashion, organized into core categories: Guayaberas (traditional Cuban-inspired shirts in performance and premium materials), Pearl Snaps and Button-Ups (western-style shirts with snap or button closures), Polos and Tees (casual and performance wear), Bottoms (chinos and shorts), Caps and Cowboy Hats, Leather Goods (belts, vests, jackets), and Outerwear (pullovers, hoodies). The brand also offers a Gift Card product and maintains collaborations including Texas Standard x Shiner and Texas Exes. Key differentiators include TexShield waterproof fabric technology, UPF 40+ sun protection in performance fabrics, and a focus on USA-made or quality-imported materials. The company operates a loyalty rewards program and sells exclusively through its e-commerce platform.

Differentiator

Problem solved

Functional benefit

Brands

• TexShield: A waterproof fabric technology used in various Texas Standard clothing products for stain and spill protection.

Products and services

• Guayaberas Traditional Cuban-inspired shirts with signature pleats and pockets, available in performance material (Guayabera Libre) and premium cotton/linen blend (Tejas Guayabera), designed for Texas-style casual and formal occasions.
• Pearl Snaps Western-style button-up shirts with pearl snap closures, including Western Field Shirts (performance blend), Ranger Pearl Snaps (durable), Signature Pearl Snaps (100% cotton modern style), and Western Traditions Polos (UPF 40+, ultra-soft).
• Button-Ups Dress and casual button-up shirts including Texas Checks (pure cotton), Texas Flannels (USA-made), Terlingua Terry Cloth Shirts (soft terry cloth material), and Drifter Shirts (vintage-inspired 100% cotton with chainstitch embroidery).
• Polos Modern Western polo shirts including Terlingua Terry Cloth Polos (breathable terry cloth), Lariat Western Polos (quick-dry, wrinkle-resistant), and Traditions Polos (UPF 40+, moisture-wicking performance fabric).
• Tees Casual t-shirts including Heritage Printed Tees (super-soft tri-blend with vintage-screen printed designs), Standard Waffle Henleys (textured Western character), and Terlingua Terry Tees (soft terry cloth material).
• Standard Chinos Everyday pants designed to be worn with boots, featuring stretch fabric and a comfortable fit for casual and business-casual occasions.
• Shorts Warm-weather shorts including Balcones Shorts (stretchy breathable material), Terlingua Terry Shorts (soft absorbent terry cloth), and Waterloo Swim Shorts (quick-drying with built-in performance brief liner).
• Caps Headwear including Heritage Caps (mid-profile crown), Standard Caps (everyday baseball caps), and Lariat Caps (unique polyester material), available in various Texas-inspired designs.
• Texas Standard Cowboy Hat Premium cowboy hat offering a modern take on the classic Texas Western hat, made with quality materials and craftsmanship.
• Modern Ranger Belts 100% genuine cowhide leather belts combining traditional Western aesthetics with modern styling.
• Outerwear - Jackets Premium outerwear including Outrider Suede Jackets (reversible rain-resistant), Maverick Leather Jackets (lambskin leather), Waxed Canvas Field Jackets (waxed canvas shell), and Canyon Windbreakers (water- and wrinkle-resistant).
• Outerwear - Vests Vest collection featuring Outrider Suede Vests (100% genuine suede) and Maverick Leather Vests (ultra-soft lambskin leather).
• Outerwear - Pullovers Pullovers and hoodies including Brazos Hoodies (moisture-wicking, UPF 50+) and Performance Hybrid Quarter Zips (4-way stretch fabric).
• Dresses Women's dresses including Tejas Guayabera Dress (mini-length) and Tejas Guayabera Dress Midi Length, blending traditional guayabera style with contemporary women's fashion.
• Crop Tees Women's crop-length t-shirts offering a modern, casual style option.
• Texas Standard Gift Card Digital gift cards available in customizable denominations from $25 to $1,000, providing flexible gifting options.
• Texas Standard x Shiner Collection Limited-edition collaborative apparel capsule with Shiner (a Texas-based brewery), combining performance wear with traditional Texas style in co-branded menswear.
• Texas Exes Collection Branded collection in partnership with Texas Exes (University of Texas alumni organization), featuring products in burnt orange colorways with Texas-specific designs, including guayaberas, drifter shirts, Western Traditions polos, and trucker caps.

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Two partnerships are on record, tiered core.

• ShinercoreGTM or Marketing Partner · 16 July 2026Texas Standard partnered with Shiner (a Texas-based brewery) to release a limited-edition capsule menswear collection combining performance wear with traditional Texas style. The collaboration serves as a promotional tie-in between the two Texas heritage brands, featuring co-branded apparel. The collection includes guayaberas, heritage printed tees, western traditions polos, and western field shirts with Shiner branding.
• Texas ExescoreGTM or Marketing PartnerTexas Standard partners with Texas Exes, the official alumni association of the University of Texas at Austin, to offer co-branded products. The Texas Exes collection includes guayaberas, drifter shirts, western traditions polos, and trucker caps featuring the organization's burnt orange branding and UT affiliation.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Tecovas: Austin-based DTC western apparel and boots brand targeting a similar Texas-heritage male consumer with premium positioning. Tecovas competes most directly with Texas Standard on shared geography, target customer, and western-inspired aesthetic, and has demonstrated scale in the same niche.
• Faherty Brand: Premium lifestyle/casual apparel brand combining heritage aesthetic with performance fabrics, sold DTC and through wholesale partners at price points comparable to Texas Standard. Faherty's blend of lifestyle branding and technical fabrics parallels Texas Standard's golf/outdoor performance positioning.
• Buck Mason: Premium casual menswear DTC brand offering tees, button-ups, denim, and outerwear with an American heritage aesthetic at comparable price points to Texas Standard. Buck Mason's product mix, channel model (DTC + select retail), and ASP architecture closely mirror Texas Standard's positioning outside of the western motif.
• Allbirds: DTC premium casual apparel/footwear brand selling direct-to-consumer with sustainability and comfort positioning, comparable ASP architecture, and a similar channel model. Allbirds serves as a peer benchmark for DTC apparel economics and premium casual positioning strategies.

Broad incumbents

• Lululemon: Global performance and athleisure apparel leader with dominance in moisture-wicking, UPF, and quick-dry fabric categories relevant to Texas Standard's golf collection. Lululemon sets the bar for performance fabric ASPs and customer retention that Texas Standard's outdoor line competes against.
• Stetson: Iconic western headwear and apparel brand with heritage positioning dating to the 19th century and a multi-channel retail/wholesale presence. Stetson competes with Texas Standard in the cowboy hat and western apparel categories but operates at significantly larger scale.
• Patagonia: Outdoor and performance apparel leader with strong sustainability positioning and a broad catalog of UPF, moisture-wicking, and weather-protective garments. Patagonia's performance fabric capabilities overlap with Texas Standard's golf/outdoor collection, though at far greater scale and channel breadth.
• Vineyard Vines: Premium lifestyle apparel brand with regional-coastal heritage, sold through DTC, wholesale, and retail stores. Vineyard Vines shares Texas Standard's premium casual positioning, lifestyle-driven marketing, and inclusive sizing approach, serving as a comparable scaled lifestyle apparel peer.
• Ariat International: Established western and equestrian apparel/footwear brand with significantly broader assortment (boots, jeans, shirts, outerwear) and a large wholesale footprint across western specialty retailers. Ariat is the dominant incumbent in the western apparel category where Texas Standard competes, with deeper distribution and marketing resources.

Regional players

• Kendra Scott: Austin-based lifestyle brand with Texas regional roots and a strong DTC + retail store model serving a similar premium female Texas consumer. Kendra Scott shares Texas Standard's Austin headquarters geography, regional brand affinity, and direct-to-consumer retail strategy.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/txstandard
• Instagraminstagram.com/txstandard
• Xx.com/txstandard
• LinkedInlinkedin.com/company/texasstandard

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds2 records

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Texas Standard