Freda is a boutique inspired by all things cozy and familiar, specifically the comfort of a place worn in and familiar. With this in mind, the Marfa and New Orleans-based boutique curates a charming and locally-flavored selection of designer, handmade, and vintage keepsakes, from home goods to jewelry to accessories, footwear, and apothecary and beauty goods for the modern nostalgic.

Designed to fill the gaps she noticed in her own wardrobe, Caron Callahan makes fashion-forward clothing for women who prefer a no-nonsense approach to getting dressed. Her gorgeous line is filled with those easy, grab and go pieces and perfect denim. Her resume includes design stints with American fashion innovators like Steven Alan, Derek Lam, Tracy Feith and Barneys. Plus a world tour of Asia, Africa and Europe that inspired her global aesthetic. Her debut collection garnered a cult following in 2012 and we haven’t stopped lusting after every. Single. Thing.