Women are driving a new era of Spurs fashion in San Antonio, trading jerseys for one-of-a-kind game-day looks from local boutiques.

Why it matters: Local shops are thriving as fans seek pieces that feel more personal than mass-produced merch.

The big picture: While the official Spurs Fan Shop remains a go-to, the team's postseason push has fueled demand for unique Spurs-inspired fashion — especially women's clothing and accessories.

• Anissa McLaughlin, wife of Spurs guard Jordan McLaughlin, has embraced the trend, regularly asking followers for local boutique recommendations.

Between the lines: A recent CrowdIQ report found women make up more than 60% of sports event attendees overall, while younger fans at men's sporting events are approaching an even gender split.

We spoke with three local businesses seeing a surge in Spurs-inspired sales.

Pinkberry Boutique

The South Side boutique has gone viral for statement pieces like airbrushed tops by Jose Zavala. Owner Wendy Gutierrez has styled family members of several Spurs players.

• "It has been an absolute honor to work with families like the McLaughlins and the Johnsons, who can quite literally shop anywhere they want but choose to support the community," Gutierrez says.

Karolina's Antiques

The Lone Star neighborhood shop carries in-house designs alongside pieces from local makers including Dezynr, El Limón, Amadaa Boutique and Madre's Creations. The store often sells out.

• "Local shops are definitely shaping the way San Antonio reps the Spurs," owner Uriel Diaz says. "The Spurs are all about the city's culture, and who better to represent that than small businesses?"

Ali's Pop Shop

The online boutique owned by Alicia Cantu sells Spurs-inspired tanks — some embellished with rhinestones — that have become especially popular among women.

• "It's become more than just oversized jerseys and T-shirts (for women)," Cantu says.
• "Local brands understand the culture isn't just about basketball — it's memories, community, pride and growing up with the Spurs," she adds. "That authenticity is something national brands can't always recreate."

A women-centered hub with spa services, fitness classes, child care and more is opening later this year in Southtown.

Zoom in: Founded by local entrepreneur Laney Cloud, The Village is a members-only concept that aims to create a holistic space where women can recharge, connect and find support in one place.

• The space, at 723 S. Flores St. near San Pedro Creek, will also include Mimi's Spa & Salon, slated to open after the social club in spring 2027. Mimi's will be available to members and the public.

What they're saying: "Women are managing incredibly complex lives, and almost every room we walk into requires something from us," Cloud said in a statement. "I wanted to create a space where that expectation completely drops at the front door."

What's next: Membership applications are expected to open in the coming months. Pricing has not yet been announced, but the goal is to make The Village accessible to a wide range of women, spokesperson Avery Eustace tells Axios.

⏩ The City Council voted yesterday to spend $6.3 million for two companies to oversee plans for the new Spurs arena and surrounding district, also known as Project Marvel. Mayor Gina Ortiz Jones was the sole vote against it. (Express-News 🔑)

🔎 Texas Attorney General Ken Paxton launched investigations into 29 public school districts — including Alamo Heights, Northside, North East and Lackland ISDs — over compliance with a state law requiring posting of the Ten Commandments in classrooms. (Attorney General of Texas)

👜 Coach is opening a new store at the Alamo Quarry Market, with a targeted October completion. (CultureMap SA)

👋 It's Madalyn! I chuckled when I saw this billboard on my drive into Game 1 at the Frost Bank Center on Monday — especially since I was wearing a "Crazy Hispanic Fan" hat by Y'all Cozy.

The big picture: The sign by San Antonio's Security Service Federal Credit Union (SSFCU) — which reads "UNOFFICIAL CREDIT UNION OF CRAZY HISPANIC FANS" — is the epitome of San Antonio's playfulness in response to a viral moment that happened at a Spurs game earlier this spring.

Catch up quick: In March, an unidentified fan was caught on video responding to a text about "crazy Hispanic fans" with, "All Hispanic! How can they afford it."

• The video sparked backlash online and prompted the Spurs to reaffirm their support for the Latino community.
• Since then, San Antonio has largely responded with humor — from merch to an in-game skit by the Spurs Coyote.

What they're saying: "We couldn't love it more," SSFCU spokesperson Brandy Ralston-Lint tells Axios in a statement. "Fans are embracing this as a badge of pride, reclaiming 'crazy' to mean unwavering loyalty, family tradition, and generational devotion to the team."

The bottom line: San Antonio knows how to laugh and stand up for itself at the same time.