A new shopping destination tailored for men and boys has opened in New Iberia, bringing a distinctive Southern style to local fashion. The boutique, named The Backward Hat, officially launched on October 4, 2025, co-owned by local residents Frankie and Dayna Provost. The store features a mancave-inspired atmosphere designed to offer casual, athletic, and business-casual attire for all ages.
Frankie Provost’s journey into retail began unexpectedly during a visit to a women’s boutique owned by a family friend. While accompanying his wife, he jokingly suggested expanding into men’s clothing. This light-hearted comment sparked a serious idea. “As I was driving to Houston for the Morgan Wallen concert, my wheels started turning,” he recalled. Just 99 days later, the couple opened the doors to their new venture.
The Provosts chose to establish their boutique in New Iberia for a specific reason. “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 said. He emphasized that the community deserved a local space for men and boys to find outfits for various occasions.
Creating a Welcoming Shopping Environment
Stepping into The Backward Hat is akin to entering a friend’s game room rather than a conventional store. The boutique features sports on television, arcade games, and a relaxed design aimed at making customers feel comfortable. “I wanted guys to come in and have a good time — even if they’re not buying anything,” Provost explained.
The boutique caters to a diverse clientele, from young boys to fathers and grandfathers, offering clothing suitable for work, school, the gym, and social gatherings. “Style shouldn’t stop at a certain age or lifestyle,” he noted, illustrating the boutique’s mission to provide a mixed selection of athletic wear, casual clothing, and business styles.
Comfort and versatility have become leading trends in men’s and boys’ fashion. Provost embraces this shift, stating, “Athletic wear that works for everyday life and business casual that still feels relaxed — that’s where fashion is going.” He recognizes that shopping for clothing is not always an enjoyable experience for many men, which is why he aims to create an engaging in-store atmosphere.
While online shopping has become the norm, Provost points out its downsides. “Nothing fits the same anymore, even within the same brand,” he said. In-store shopping allows customers to try on clothing for an accurate fit, enhancing their overall experience. Although e-commerce is planned for the future, the focus remains on fostering local engagement first.
Community Engagement and Local Aspirations
The Backward Hat may soon feature local apparel lines, an initiative that Provost is eager to develop. “I would love to carry local lines in the store. If you’re reading this, please reach out,” he encouraged potential local suppliers.
At the core of the business is a desire to connect with the community. Provost envisions the boutique as more than a retail space; he aims to create a brand that reflects New Iberia’s pride. “Whether that’s partnering with local schools and sports teams or sponsoring events, we want to add to the pride of our town,” he remarked. Additionally, he hopes to provide local teens with employment opportunities that resonate with their hometown culture.
Stocking the store has presented both excitement and challenges. “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 said, reflecting on the balancing act of meeting diverse customer preferences.
Ultimately, Provost wants customers to feel a sense of belonging when they enter The Backward Hat. “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 flair.
