ATXtoday City Guide Work Banner

Made in Austin: 20 things created in the Capital City

From brands to bands, Austin’s business scene is truly inspired.

Yellow building in Austin, Texas featuring Tequila 512's logo and branding.

The Tequila 512 building doesn’t sell tequila, but it does offer free paddleboard rentals.

Photo by Laura Figi

Table of Contents

Made in Austin. Yep, that sure has a nice ring to it. From tech to snacks and other fun finds, we’ve rounded up 20 things home-grown in the Capital City.

While some of these brands have branched out beyond our city, one thing’s for sure: there’s some major inspo happening around these parts.

A striped background behind a blue Willie Nelson.

STAG owners say the Willie Nelson mural is self-explanatory.


Willie Nelson and the Family
Although Willie was not born in Austin, he got here as fast as he could. After performing across the country, Willie made Austin his home base in 1972 because he felt it fit his particular brand of “outlaw country” music best.

This Austin-formed band has been rocking with ATX for more than 30 years, and has performed on “Austin City Limits” five times + released 10 albums.

Black Pumas
An instant Austin classic, this band — comprised of singer Eric Burton and guitarist Adrian Quesada — has been nominated for seven Grammy Awards.


Early 3D-printing — called Selective Laser Sintering — was developed by UT Austin engineers in 1986. The laser combined layers of powder, in about the thickness of a human hair, to create shapes.

Dell Computers
If you don’t know by now, Dell Computers was founded in a dorm room by UT Austin dropout Michael Dell in 1984. Today, Dell is headquartered in Round Rock.


Speaking of 3D-printing, this construction company has delivered a lot of “firsts” to Austin and beyond, like the first-ever 3D-printed performance pavilion, the first 3D-printed hotel, the first 3D-printed rocket pad, and the world’s largest entirely 3D-printed neighborhood.

YETI Coolers
You’ve never been to Austin if you haven’t seen a Yeti cooler, tumbler, or beverage bucket. The wildly popular brand started in Roy and Ryan Seiders’ father’s garage in Dripping Springs in 2008.


Martha Stewart pouring a bottle of Tito's into a vase of fresh-cut flowers

According to Martha Stewart, Tito’s can be used for everything from preserving flowers to deodorizing shoes.

Photo provided by Tito’s Handmade Vodka

Deep Eddy Vodka
Inspired by the oldest swimming hole in Texas, Deep Eddy Vodka started distilling in 2010 and is known for its array of small-batch flavors.

Mighty Swell
Launching in Austin in early 2016, spiked seltzer brand Might Swell’s motto is “wild, weird, and a little bit defiant” in homage to its hometown. You can find its drinks in H-E-B, but the brand has gone national, locking in a deal with the Tampa Bay Buccaneers through this year.

Tequila 512
This well-known yellow bottle of tequila hit shelves in Austin for the first time in 2012. Since then, it has won Double Gold and Best in Show at the San Francisco World Spirits Competition.

Tito’s Handmade Vodka
San Antonio native and UT alumnus Bert “Tito” Beveridge started his vodka brand in Austin in 1995, sleeping on couches and racking up $88,000 in debt across 19 credit cards to do so. Now, the beverage mogul is a billionaire and Tito’s is the top-selling vodka in the US.

An aerial view of a vineyard

William Chris Vineyards’ Hye tasting room is one of the go-to stops on this year’s Texas Wine Month Passport.

Photo provided by William Chris Wine Company

William Chris Wine Company
Did you know Texas is the second-most visited wine region in the US (behind Napa Valley)? That’s thanks in part to William Chris Wine Company — the No. 56 vineyard in the world — which is based in Hye, Texas.


Kendra Scott Jewelry
If you’re a fan of jewelry in Central Texas, there’s a good chance you own a piece of Kendra Scott Jewelry. The eponymously named business was started by Kendra Scott, who began her brand by going door-to-door selling her gemstone jewelry in 2002. Fast forward to 2024, you can find Kendra stores in 35 states and Scott herself has reached billionaire status.

A yellow little free library outside of the flagship Kendra Scott store.

Kendra Scott is also heavily involved in community enrichment, including providing a Little Free Library outside its flagship store.

Photo by ATXtoday

Outdoor Voices
This athleisure brand is ubiquitous in Austin, in part because its designs are tailored to the local lifestyle. Now, Outdoor Voices has 18 stores across the country, with Austin’s at 1204 S. Congress Ave.

This beloved cowboy boot retailer opened its first retail store in Austin in 2019. Since then, the boot maker has expanded to 15 other states.

Tom Ford
Although the high-end fashion brand itself was not created in Austin, designer Thomas Carlyle Ford was born in Austin on August 27, 1961 and spent much of his early life in Central Texas.


Whole Foods became an instant sensation after opening in 1980.

Photo courtesy Whole Foods Market

Whole Foods Market
This health foods grocer started on the 900 block of N. Lamar Blvd. — moving up the block to the current location in 2005 — well before it went national. The flagship store is known for its rooftop ice skating rink in the wintertime, plus a year-round array of local offerings.


Alamo Drafthouse
That’s right — the ideal movie-going experience started right here in Austin, originally opening at 409 Colorado St. in what used to be a parking garage.

C3 Presents
The company that orchestrates some of the most beloved music festivals in the US — including ACL Festival and Lollapalooza — was founded by Charles Attal, Charlie Jones, and Charlie Walker in Austin in 2007.

A shot of the SXSW stage from the crowd.

SXSW is one of the two largest festivals that take place in Austin each year.

Photo by ATXtoday

This week-long international festival of arts, culture, technology, and education has been attracting hundreds of thousands of folks from around the globe since its inception in 1987. The festival recently expanded down under to Sydney, Australia.

What did we miss? If you know an invention that’s not on the list, let us know using this survey.

Check out our other Guides
Make the most of the warm weather with this list of the best local events and activities happening this summer.
We’re highlighting the 22 best parks that Austin, TX has to offer — complete with swimming holes, pickleball courts, and playgrounds.
Dig into delicious and nutritious plant-based fare in every corner of the Capital City.
Check out all the best events happening in and around Austin in this seasonal guide.
We’re here to make your flying process plane and simple.
Learn about the biggest industries and employers in the Austin metro area with this guide to local business.
We’re highlighting the best kid-friendly activities that Austin has to offer — complete with art classes, animal encounters, and outdoor fun.
Lifting weights, indoor rock climbing, personal training, dance fitness, boxing classes, and martial arts programs — we’ve rounded up 35 gyms and fitness offerings around Austin.
Check out these brunch restaurants, cafes, and diners in town, serving a variety of egg dishes, mimosas, micheladas, and more.
As Austin continues to grow, we’re keeping an eye on upcoming developments and recently opened businesses.
ATXtoday phone
Good news for Austin.
Get the best local news & events sent to your inbox each morning, for free.