A new shopping destination for men and boys has opened in New Iberia, Louisiana, offering a unique blend of Southern style and casual fashion. The Backward Hat, co-owned by Frankie and Dayna Provost, officially opened its doors on October 4, 2025, and aims to fill a significant gap in the local market for men’s clothing.
Frankie Provost, a native of New Iberia, was inspired to enter the retail space during a visit to a women’s boutique. “I went in with my wife to make sure she wasn’t going to spend too much money — kidding,” he recalled. The light-hearted moment sparked a serious idea, and as he drove to Houston for a Morgan Wallen concert, he began to envision a men’s and boys’ boutique. Just 99 days later, The Backward Hat was ready for its grand opening.
The Provosts chose to establish their boutique in their hometown due to the absence of similar stores after the closure of the last local men’s clothing retailer. “Backstage was the last true men’s and boys’ casual clothing boutique in this area, and when it closed, it left a huge gap,” Frankie noted. He believes that the men and boys in the community deserve a dedicated space for casual and business-casual attire.
A Unique Shopping Experience
Stepping into The Backward Hat feels like entering a friend’s game room rather than a traditional store. The atmosphere is designed to be inviting, featuring sports on television, an arcade game, and a relaxed layout. “I wanted guys to come in and have a good time — even if they’re not buying anything,” Provost said.
The boutique caters to a wide demographic, offering clothing suitable for work, school, the gym, and weekend outings. “Style shouldn’t stop at a certain age or lifestyle,” he emphasized. The selection includes a mix of athletic wear, casual clothing, and business attire, allowing families to shop together and find items that reflect their individual styles.
Comfort and versatility dominate current trends in men’s and boys’ fashion, and The Backward Hat embraces these elements. Provost recognizes that today’s shoppers seek clothing that transitions smoothly from one part of their day to the next. “Athletic wear that works for everyday life and business casual that still feels relaxed — that’s where fashion is going,” he explained.
Fostering Community Connections
Acknowledging that many men find shopping less than enjoyable, Provost aims to enhance the in-person shopping experience. “Online shopping makes us lazy, but it also causes problems. Nothing fits the same anymore, even within the same brand,” he said. By providing a space where customers can try on clothing for the perfect fit, the store prioritizes customer satisfaction.
While plans for e-commerce are on the horizon, Provost wants locals to first enjoy the personal interaction that comes with visiting the boutique. He also expresses a desire to feature local apparel lines in the store, encouraging local designers to reach out to him. “I would love to carry local lines in the store,” he stated.
At the heart of The Backward Hat is a commitment to community. Provost envisions the store as more than a retail space; he aims for it to be a brand that embodies New Iberia pride. Plans include partnerships with local schools and sports teams, as well as sponsoring community events. He hopes to create job opportunities for local teens, reflecting the town’s culture and lifestyle.
Stocking the store has been both a thrilling and challenging process for Provost. “Trying to take my taste of clothing and blending it to capture everyone’s taste has definitely been stressful, but I think we made it work,” he remarked.
As customers step through the doors of The Backward Hat, Provost hopes they feel an immediate sense of belonging. “I hope they immediately say, ‘This place just feels right,’” he shared. “We want The Backward Hat to feel like their place — a spot that reflects who they are, where they’re from, and the laid-back Southern style we love here in Louisiana.”
The Backward Hat is now open and ready to welcome shoppers seeking a fresh perspective on men’s and boys’ fashion, all with a local touch.
