The new Ariat store just opened on South Congress, and they’re celebrating all weekend. They’re giving away a free pair of jeans to the first 50 people on Sunday, April 26. If you’re going for the jeans, plan to get there early. People were already lining up around 8 AM, and the store opens at 11 AM. I tried on a pair, and I get the hype. Easily some of the most comfortable denim I’ve put on. To celebrate, they’re hosting a SoCo passport crawl with perks all over the neighborhood. Here’s how it works: Pick up a passport and visit participating spots along South Congress to collect stamps. Each stop unlocks a special perk. Collect four stamps and head back to Ariat to redeem a reward. Rewards include: $20 off a denim purchase, a free hat, a customization add-on, or a limited-edition Austin patch. Limit one per person. No purchase required. Passport stops include: YETI — free engraving Allen’s Boots — free denim bag with Ariat boot purchase Southside Tattoo — 50% off Ariat-inspired flash tattoos White Tiger — one complimentary drink Tiger’s Den — free edamame with purchase Event details: April 25–26, 11 AM–2 PM 1323 South Congress Avenue, Austin, Texas 78704 It’s a smaller, denim-focused concept store, so expect a curated selection, in-store activations, and a really fun SoCo atmosphere all weekend. Ariat ambassador #soco #austinevents #thingstodoinaustin #exploreaustin