Lance Avery Morgan
From The Early Days Of Hipster Shopping Mecca South Congress To A Global Fashion Following, Emily Hoover’s Feathers Shop Remains The Gold Standard Of Austin Chic: Bold, Beautiful & Unmistakably Original
Portrait and store photography by Sarah Natsumi Moore
In 2005, long before South Congress became a pilgrimage site for influencers and out-of-towners with cameras in hand, one boutique quietly opened its doors with a mission to bring curated cool and a little bit of Manhattan mojo to Austin. Its name was Feathers, and its founder, Emily Hoover, had a vision as clear as it was bold: create a New York–style vintage boutique with Texas charm and prices to match.
Twenty years later, Feathers isn’t just a store: it’s a state of mind. A living, breathing, wildly stylish time capsule that has helped define the ever-evolving notion of “Austin cool.” Now celebrating its 20th anniversary, Hoover reflects on her journey from New York fashion insider to one of Austin’s most enduring tastemakers, and what it takes to keep a creative business soaring for two decades in one of the fastest-growing cities in America, as our fashion and culture arbiter Lance Avery Morgan learned.
The Birth Of Feathers: From The Big Apple To Lone Star Vision
“When I opened Feathers back in 2005,” Emily Hoover recalls, “my original vision was simple: offer a tightly curated New York–style shop with Texas prices.”
Fresh from her time in New York’s fashion and retail world, Hoover returned to Austin carrying a mental Rolodex full of lessons learned from the industry’s best. Along with her original co-founder, Masha Poloskova, she transformed that experience into something uniquely Austin: equal parts chic, accessible, and unmistakably personal.
“Since then, I’ve continued to source incredible pieces and seen those pieces find their person,” she says. “Meeting fabulous style-setters and creating long-standing relationships has been so rewarding. The look on customers’ faces when they appear out of the dressing room, it’s pure magic. That’s what it’s all about for me.”
Defining ‘Austin Cool’… One Bold Piece At A Time
If you’ve ever stepped into Feathers, you know the feeling. Racks of rare silks, buttery leathers, vintage denim, and glittering statement jewelry form a living gallery of fashion through the ages.
“The Feathers aesthetic,” Emily says, “is all about bold, killer statement pieces from the past that help people express their individuality. Some modern designers play it safe these days, but nothing beats vintage.”
She’s right. Whether it’s a jaw-dropping 70s jumpsuit, a perfectly worn-in pair of Levi’s, or an 80s sequin blazer with a neckline down to there that could make Cher blush, each Feathers find tells a story and lets you write your own.
“At Feathers, I curate pieces that make you stand out no matter the occasion,” Hoover says. “Whether you’re walking your dog or it’s your wedding day.”
Back To The Beginning: The First Find
Ask Emily about the very first piece she sourced for Feathers, and she laughs. “I’ve bought so many pieces over the years that I don’t remember my opening store stock,” she admits. “But I do know 80s accessories heavily influenced me at the time.”
Those early days were a fashion playground; Austin style in its most formative years, when “vintage” meant more treasure hunt than trend. What began as a local haunt for the creatively dressed quickly became a style destination.
Austin’s Grows, Feathers’ Glows
“When we initially opened, we mainly had locals coming in for their weekly vintage fix,” Emily says. “We now have customers from around the globe on a daily basis.”
In two decades, Austin’s creative and cultural explosion has transformed Feathers from a neighborhood favorite into a global fashion landmark. “This allows us to sell all seasons, all the time, and provide an expanded selection for everyone,” Hoover explains. “We’re not just one of the oldest stores in the infamous SoCo shopping district; we’ve become a must-stop destination.”
Indeed, Feathers has become part of Austin’s fashion DNA; a reminder that great style isn’t about labels or seasons; it’s about attitude, authenticity, and just the right amount of risk.
The Art Of Modern Vintage
So, what’s the secret to curating vintage that feels fresh instead of costume-y?
“I always choose pieces that stand out to me based on details, fabrication, unique features, and prints,” Emily says. “We also focus on natural fibers and reference the classics while paying attention to modern fashion collections. Anything is stylistically relevant if you wear it well.”
That’s the Feathers philosophy in a nutshell: Wear it well—and make it yours.
A Mood, A Moment, A Destination
Feathers isn’t just a shop; it’s an experience. The lighting, the racks, the music; each element carefully tuned to create a kind of retro reverie.
“My hope,” Hoover says, “is that customers are instantly transported through an elevated vintage shopping experience. We choose our color stories, our playlists, even the way we place jewelry. Everything is highly edited. We want our guests to enjoy and explore.”
Every inch of the space hums with personality, proof that vintage shopping can be both artful and accessible, a curated museum of the past with a modern soul.
Two Decades Of Grit And Glamour
Running a creative business for twenty years is no small feat, especially when your industry and your city refuse to stand still.
“My biggest learning curve has been the ever-changing technology and social media,” shares Hoover. “Websites didn’t even exist when we opened. Over the years, we’ve grown our shoppable site and our social channels, which have helped us reach new customers near and far.”
Her proudest moment? “October 2025, celebrating our 20th anniversary!” she beams. “It was incredible to look around and see how far we’ve come.”
Here’s a look at how Emily Hoover and Feathers celebrated the 20th Anniversary (Photography by Nadia Elchmaissani)…
What’s Next For Austin’s Vintage Icon?
For Hoover, the next chapter of Feathers is about both evolution and preservation. “It’s increasingly expensive to operate, with rent prices and costs rising,” she says candidly. “I want to solidify our operations and margins while continuing to grow our online presence.”
With a newly redesigned website, a loyal global following, and the same unwavering passion that started it all, she is proving that great style, and great vision, never go out of fashion.
Feathers At Twenty: Still Soaring
Two decades after its debut, Feathers remains one of Austin’s most beloved and influential boutiques; a celebration of personal style, artistic expression, and the magic of vintage. Emily Hoover’s legacy is not just in the racks of perfectly curated garments, but in the generations of Austinites and travelers who’ve walked out of her shop feeling like the best version of themselves.
And as the city continues to evolve, one thing’s for certain: Feathers will keep flying high; bold, beautiful, and forever ahead of its time.
Now, here are some fun questions we asked Emily Hoover to share her stylish insight…
The best career advice I’ve received is…
Emily Hoover: Always take care of those who work for and with you before yourself.
Three qualities that got me where I am today are…
Emily Hoover: Creativity. Grit. Determination.
Easiest career decision I ever made is…
Emily Hoover: Nothing has been easy as I’m very meticulous in how I approach my decision-making.
What is influencing me right now is…
Emily Hoover: Listening to other entrepreneurs and hearing their backstories and advice on podcasts such as Modern Wisdom. I make time for a lot of personal development, and I prioritize going to the gym and ballet class almost daily.
How I made my first dollar…
Emily Hoover: I played the harp for $75 an hour in the late 90s at weddings and events.
First music I bought was…
Emily Hoover: Pyotr Ilyich Tchaikovsky’s The Nutcracker.
Last thing I binge/marathon watched…
Emily Hoover: Wolf Hall.
If Feathers had a soundtrack, what songs or artists would define its spirit?
Emily Hoover: Dancing Queen by ABBA. Dreams by Fleetwood Mac. Cherry Coloured Funk by Cocteau Twins.
My real-life hero has got to be…
Emily Hoover: My grandmother, Catherine. She grew up during the Great Depression and picked cotton to go to school, then had a gorgeous family and provided everything for us. I think of her often when I’m making big decisions or when life challenges me.
If I lived in a foreign city, it would be…
Emily Hoover: My family has been in the US since before the revolution, so there’s nowhere else I’d rather be than right where I am.
If I could compete in an Olympic sport, or create one, it would be…
Emily Hoover: Gymnastics, floor routine.
If I weren’t doing what I do I would (be a…)..
Emily Hoover: A realtor or an interior designer.
Book that left a lasting impression on me…
Emily Hoover: Braving the Wilderness by Brené Brown.
On that note, my favorite fiction character is
Emily Hoover: Snoopy, I love how he just marches to the beat of his own drum
What everyone should try in their lifetime is..
Emily Hoover: Praying.
My hidden talent that most people might not guess is…
Emily Hoover: Planning trips down to every detail.
My motto? Easy. It is…
Emily Hoover: Same as Nike: Just Do It.
Favorite scent these days is (because)…
Emily Hoover: Maison Louis Marie No.4 because people stop me in the street to ask what perfume I’m wearing!
My personal style signifier is…
Emily Hoover: Mixing high and low, new and old, never fully committing to a particular decade or style.
The classic designer I wish was still designing today would be…
Emily Hoover: Ossie Clark or Biba. I love the 70s.
The last meal that truly impressed me was…
Emily Hoover: Market Steer Steakhouse in Santa Fe.
In my fridge, you will always find…
Emily Hoover: Coconut water, almond milk, peanut butter, and juice shots.
My perfect day would end…
Emily Hoover: With a massage and a walk on the beach.
The title of my autobiography will likely be
Emily Hoover: Plant A Seed And Watch It Grow.
