For those not in the know, Austin is currently in a developmental upswing. The Domain is practically exploding with new businesses, downtown is evolving and business is booming south of the river. One of the more popular southside boutiques is DYLAN WYLDE, which has been bringing beach culture to town with a laidback motif and inspiring interior.

The aesthetic for DYLAN WYLDE is a bit of a culture clash, stemming from Austin’s undeniable aura mixed with the eastside coastal vibe that owner Jessica Conaway brings in abundance, starting with the name. According to Conaway, “DYLAN” means born of the sea, and “WYLDE” is a constant reminder of the power of pushing boundaries and is representative of Austin’s free-spirited culture that has influenced her since arriving in 2008.

“I have lived in South Austin ever since my husband and I moved here eight years ago, and it’s just a neighborhood that I have always vibed with and that is close to my heart,” Conaway explained. “I knew there wasn’t a shop concept like mine in South Austin – a shop that offered the range of goods that I do – I wanted to fill that gap and provide that type of space for the neighborhood.”

The wares at DYLAN WYLDE easily translate to Austin’s warmth and fervor. Offering women’s clothing, shoes and accessories as well as home decor, it’s easy to find something to love in within the store walls.  You can easily find a new accessory to liven up your home or wardrobe here that will surely bring a new flavor to your collection.

“Many of the pieces have a laid back, effortlessly cool vibe,” Conaway said. “In terms of the clothing and jewelry, we have lots of versatile pieces with interesting design details or cuts that just give it that extra something special. You can just throw them on for just about any occasion and feel like a million bucks without really trying. My experience growing up at the beach has also influenced the brand insofar as I have incorporated a lot of natural elements into the space. From the decor to the merchandise itself, you will find reminders that nature is the ultimate in design.”

One thing to note is Conaway’s dedication to the community that has embraced DYLAN WYLDE so readily. Rather than immediately reaching to the national scene to seem cool, Conaway and DYLAN WYLDE have been taking a more local approach to actually being cool by looking locally for ways to support the Austin community. One example of this is in the physical image of the boutique, as the interior was designed with the excellent help of Duffy Stone and Delta Millworks.

“I believe strongly in local communities, in fostering creativity and in sharing knowledge and experiences,” she explained. “Now that the dust has settled since our opening, we have been able to take steps to make these things happen! We hosted a Shop Talk with Boss Babes ATX where I shared all that it takes to open a brick and mortar retail shop and in June we [worked] with local artist Annie Finkel. I want to continue with more and more collaborations because there are so many exciting and fun opportunities to support one another and to create something super awesome in the process!”

If you’re looking for local fashion to give yourself a new look, venture south of Lady Bird Lake and check out DYLAN WYLDE.