A new shopping destination for men and boys has opened in New Iberia, Louisiana, with the launch of The Backward Hat on October 4, 2025. Co-owned by local residents Frankie and Dayna Provost, this boutique aims to infuse a relaxed Southern flair into men’s fashion, offering a range of casual, athletic, and business-casual attire.
Frankie Provost’s journey into retail began unexpectedly during a visit to a women’s boutique called Cecelia’s, owned by a family friend. “I went in with my wife to make sure she wasn’t going to spend too much money — kidding,” he joked. This visit sparked an idea that took shape during a drive to a concert. “As I was driving to Houston for the Morgan Wallen concert, my wheels started turning,” he recalled. Within a short period, Provost conducted market research and concluded that a men’s and boys’ boutique could thrive in the area. Just 99 days later, The Backward Hat celebrated its grand opening.
Backstage, the last true men’s clothing boutique in New Iberia, closed its doors previously, leaving a notable gap for local shoppers. Provost expressed a keen desire to fill this void. “The men and boys of the community deserved a local place to stop in and grab an outfit for any occasion,” he said.
Creating a Welcoming Atmosphere
Stepping into The Backward Hat offers a unique experience that feels reminiscent of a friend’s game room rather than a traditional retail environment. With sports broadcasts, arcade games, and a relaxed interior design, Provost intentionally crafted an inviting space. “I wanted guys to come in and have a good time — even if they’re not buying anything,” he explained.
The boutique caters to a diverse clientele, including young boys, fathers, and grandfathers. The selection encompasses clothing suitable for work, school, the gym, and casual outings. “Style shouldn’t stop at a certain age or lifestyle,” Provost asserted. “We mix athletic wear, casual, and business styles so a family can shop together and each find something that fits who they are.”
As comfort and versatility gain traction in men’s fashion, Provost recognizes that today’s consumers prefer pieces that transition smoothly throughout their day. “Athletic wear that works for everyday life and business casual that still feels relaxed — that’s where fashion is going,” he noted.
Prioritizing In-Person Shopping
Understanding that many men may not relish the shopping experience, Provost emphasized the importance of creating an enjoyable in-store atmosphere. “Online shopping makes us lazy, but it also causes problems. Nothing fits the same anymore, even within the same brand,” he stated. By encouraging customers to try on clothing in-store, he aims to enhance the shopping experience and ensure a proper fit from the outset.
While e-commerce plans are in development for the future, Provost remains focused on nurturing the local shopping experience first. He also envisions incorporating local apparel lines into the boutique’s offerings, inviting local designers to collaborate. “I would love to carry local lines in the store. If you’re reading this, please reach out,” he encouraged.
Community engagement is central to the vision for The Backward Hat. Provost aspires for the store to evolve into more than just a shopping venue — he wants it to embody the pride of New Iberia. “Whether that’s partnering with local schools and sports teams or sponsoring events, we want to add to the pride of our town,” he said. Additionally, he hopes to provide local teens with job opportunities that reflect the lifestyle and culture of their hometown.
The process of stocking the store has been both exhilarating and challenging 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 reflected.
Ultimately, when customers enter The Backward Hat, Provost hopes they feel an immediate connection. “I hope they immediately say, ‘This place just feels right,’” he shared. He aims for the boutique to resonate with shoppers, representing their identities and the laid-back Southern style cherished in Louisiana.
The Backward Hat is now open and ready to welcome a new generation of shoppers seeking a fresh perspective on men’s and boys’ fashion, all while celebrating the local community.
