On a lightly raining Saturday morning in downtown Rockwall, Covebourne felt particularly well cast for the weather.
Inside, exposed brick, wood floors, leather chairs and ottomans, mounted deer heads and an antler chandelier give the new shop the feel of a handsome sporting lodge. An American flag hangs against the wall. Shelves and tables are neatly arranged with apparel, footwear, hats and outdoor gear in the earthy colors you would expect to find somewhere between a duck blind, a fishing lodge and a really good men’s closet.
But Covebourne is not trying to be just another clothing store.
The new shop at 115 S. Goliad Street in Historic Downtown Rockwall, which opened Sept. 29, is built around the idea of a modern waterfront sporting club — part retail store, part gathering place and, eventually, a jumping-off point for experiences on and around the water.
And after spending a Saturday morning browsing the racks and talking with founder Craig Tatum, the concept begins to make sense.
A Different Kind of Men’s Store for Downtown Rockwall
Photo by Adrienne Balkum | Craig Tatum, son Casen Tatum and Covebourne’s store manager welcomed shoppers during the store’s first week in downtown Rockwall.
Downtown Rockwall has changed considerably over the last several years, with restaurants, boutiques and specialty businesses filling historic storefronts around the square.
Covebourne brings something noticeably different to that mix.
This is apparel and gear for the guy who fly fishes, hunts ducks, spends Saturdays on the boat, throws a paddleboard in the water or simply prefers clothing that looks like he might have somewhere more interesting to go after lunch.
Tatum said he is intentional about what makes it onto the racks. Quality matters, but so does finding distinctive brands with a story — including Texas and locally connected products when possible.
The assortment spans graphic tees and hats to footwear, pants and specialty apparel, with many pieces falling roughly between $40 and $200. It gives shoppers plenty to browse without feeling like they are seeing the same labels carried everywhere else.
One of the more notable names on the racks is Ball and Buck, a heritage sporting brand built around hunting, outdoor pursuits and durable apparel. Tatum said Covebourne is the first men’s store in this area to carry the brand.
Ball and Buck says its clothing and gear are shaped by four generations of sporting experience, which makes it a natural fit for what Covebourne is building.
There is also Marsh Wear, a Charleston-born brand rooted in fishing, coastal living and time spent around the water, and Howler Brothers, an Austin-designed label that blends influences from fly fishing, surfing, western wear and travel.
That mix keeps Covebourne from leaning too far into any one category.
It is outdoorsy without looking like a sporting goods warehouse.
Pearl Snaps, Versatile Pants and Shoes Made for Wandering
The clothing is where Covebourne starts having a little fun.
There are western-meets-Hawaiian pearl snaps, shirts with practical zippered pockets and pants made from material that feels equally suited for a casual day around town or dinner later that evening.
There are also distinctive graphic tees and hats featuring work from Daniel Dye, a graphic designer out of Fort Worth — another example of the store looking closer to home for pieces shoppers may not see everywhere else.
And then there is the footwear.
I spent some time looking at the OluKai sandals, which are designed around what the company calls its “Wet Sand Principle.” The contoured footbed is intended to recreate what happens when your bare foot presses into wet sand — cupping the heel, supporting the arch and allowing the toes to spread naturally.
Covebourne also carries Hari Mari, known for comfortable sandals with arch support and a memory-foam toe post, along with Patara smoking slippers — snug, casual shoes that look made for wandering downtown, traveling or throwing on when you want something more polished than a sneaker without becoming overly dressed.
It is a footwear selection that makes sense for Rockwall.
Boat. Patio. Vacation. Downtown. Repeat.
Then There Are the Toys
Covebourne is also beginning to stock the gear that takes the concept beyond the clothing racks.
One of my favorite finds was Turtlebox.
The Houston-born outdoor audio company started with a homemade speaker built by friends who wanted something better suited for life outside. Today, its speakers are designed to take considerably more abuse than the Bluetooth speaker sitting on your kitchen counter. Turtlebox speakers carry an IP67 waterproof rating, are dustproof and built for the drops, splashes and general chaos that tend to accompany boats, beaches, campsites and weekends outdoors.
These are speakers meant to leave the house.
Covebourne also carries BOTE inflatable paddleboards, along with YETI and other goods chosen for time around the water. BOTE’s inflatable boards pack down for portability and inflate into rigid platforms for paddling — an attractive proposition for someone who wants lake equipment without permanently surrendering half the garage to it.
For a community sitting beside Lake Ray Hubbard, the inventory starts to feel less like a theme and more like a response to where Covebourne lives.
We have boaters.
We have fishermen.
We have hunters.
We have people constantly heading somewhere for the weekend.
And plenty of people who might spend more time outside if someone gave them an idea of where to start.
But listening to Tatum talk, it becomes clear he is just as interested in what happens after the gear leaves the store.
More Than a Place to Buy a Shirt
Tatum does not talk about Covebourne as though the goal is simply to move merchandise off shelves.
He wants people to gather.
To come in and stay awhile. To run into an old friend, meet someone new or discover that the guy standing beside you has been wanting to get back out on the water too.
There is something almost old-fashioned about that idea — in the best possible way.
Friends getting together. Going fishing. Spending a day on the lake. Trading stories afterward and making plans to do it again.
Covebourne wants to create some of those opportunities too.
Classes and other experiences are part of what the company plans to develop through Compass Experiences, with plans for instruction, local outings and eventually hosted travel.
That could turn a retail shop into something much harder to replicate online.
You might come in looking for a shirt.
You might leave wondering whether you should finally learn to paddleboard — or who you could talk into going fishing next weekend.
And that may ultimately be the more interesting part of what Covebourne is trying to build.
Getting In Early: The Founders Circle
Covebourne is also giving its earliest supporters an unusual opportunity to become part of the store’s beginning.
The Founders Circle is limited to the first 100 members. A one-time $249 membership includes lifetime founder status, 10 percent savings on regular-price apparel, 5 percent savings on gear and hard goods, quarterly member shopping events, first access to select releases and a welcome collection with an exclusive hat, brass-and-leather keychain and sticker.
Founders will also have their names engraved on a plaque inside the Rockwall shop.
A Family Business Looking Beyond the First Generation
For Tatum, though, the longer view is also personal.
He was visibly excited about what the family is building in Rockwall and particularly proud that his son, Cade Shrader, is his co-founder. Craig also talked about his younger son, Casen, becoming part of Covebourne as the business grows.
There is the possibility of creating something here that extends well beyond the first generation.
That long view gives the name Covebourne a little more meaning.
According to the company, a cove represents shelter — somewhere to gather and feel at home — while a bourne is a destination, somewhere to set your course toward.
Together, the name reflects both ideas: a place to belong and somewhere worth heading next.
A Sporting Club Finds Its Place in Downtown Rockwall
Covebourne has only been open since Sept. 29, which means much of what Tatum envisions is still taking shape.
For now, there is plenty to browse.
There are gifts, artwork, apparel and gear for the outdoorsman who is notoriously difficult to shop for. There are pieces for the man who spends weekends on the lake and pieces for the guy whose biggest adventure that day may simply be dinner downtown.
And personally, I would love to see Covebourne’s collection make its way onto a local runway.
We see plenty of women’s fashion shows.
Give the men a turn.
Put the pearl snaps, field pants, smoking slippers and outdoor-inspired layers together and let us see what happens.
For now, Covebourne is settling into its new home on Goliad Street — appropriately next door to a barber shop — and bringing downtown Rockwall something it really has not had before.
A men’s store, yes.
An outdoor shop, certainly.
But perhaps the more interesting question is what happens beyond the racks.
If Tatum has his way, shoppers may walk in looking for something to wear and leave with an idea for where to go next.
Covebourne
115 S. Goliad Street, Suite 100
Rockwall, Texas 75087
www.covebourne.com
Tuesday – Saturday, 11 am – 7 pm
Closed Sunday and Monday except for special events.