You’ve seen the aesthetic. It’s that perfect mix of "I just finished a watercolor painting" and "I might need to sand down this heart-pine flooring in five minutes." Erin Napier has mastered a very specific brand of Southern cool that isn't about glitz or high-fashion runways. It’s about being lived-in. So, it makes total sense that people are constantly scouring the internet for an official Erin Napier clothing line.
But here is the thing: if you’re looking for a massive, standalone label under her name at a big-box retailer, you won’t find it.
Honestly, Erin’s approach to fashion is exactly like her approach to home renovation. It’s scrappy. It’s focused on small-town sustainability. It’s rooted in her flagship business, Laurel Mercantile Co., rather than a corporate fashion house. If you want to dress like the Home Town star, you have to look at the "Apparel" tab of her own store or track down the specific American-made brands she champions.
What Actually Is the Erin Napier Clothing Line?
Most people assume there’s a massive contract with a mall brand. Nope. The "clothing line" is basically a curated extension of the Laurel Mercantile.
It’s a mix of graphic tees designed by the couple, durable workwear for men (the Scotsman Co. side of things), and accessories that Erin actually wears on camera. You aren’t going to find 400 different SKUs of seasonal fast fashion here. Instead, you get items like the "Mallorie’s Headband" collection—named after her best friend and business partner—or the "Novi" jewelry collaboration.
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The Real Brands Behind the Look
Erin doesn't gatekeep. She is famously open about the fact that she doesn't have a personal stylist picking out her outfits for HGTV. She buys what she likes, often focusing on pieces that can handle the Mississippi humidity and the dust of a construction site.
- Free People: This is the big one. If you see her in those baggy, comfortable denim overalls that everyone obsesses over, they are almost certainly the We The Free High Roller Jumpsuit.
- Laurel Mercantile Graphic Tees: These are the heart of their in-house apparel. They usually feature local Mississippi motifs or "Home Town" branding.
- Novi Creations: Erin has a long-standing collaboration with this jewelry brand. You’ll see her wearing their copper and gemstone earrings in almost every episode.
- Worth & Worth or Stetson: For her hats, she tends to lean into classic American heritage brands.
The "line" is really more of a philosophy: buy American, buy durable, and don't be afraid to wear the same thing twice.
Why People Get the Fashion Style Wrong
There’s a misconception that Erin Napier’s style is "Boho." It’s not. It’s Southern Traditionalist with an Artist’s Edge.
Boho is often about being ethereal and delicate. Erin’s style is rugged. She wears heavy leather boots, thick denim, and chore coats. She’s often said that her style is "grandma chic meets a 1940s factory worker." It’s a weird combo on paper, but on her, it works perfectly.
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She also avoids trends. You won't see her in "ultra-fast-fashion" neon or weird cut-outs. Her clothes look like they could have been pulled from a cedar chest in 1954 or 1992. This is why her fans love it—it feels attainable. It feels like you could find it at a local thrift store if you looked hard enough.
The "Osprey" Factor
In the last couple of years, Erin has been very vocal about her non-profit, Osprey (Old School Parents Raising Engaged Youth). This has even bled into the clothing side of her world. You’ll now find Osprey-branded gear that supports the mission of keeping kids off social media. It’s less about "fashion" and more about a movement, which is very on-brand for how the Napiers run their businesses.
Where to Buy the Authentic Pieces
If you want the real deal, you have two main paths.
First, go straight to the source at LaurelMercantile.com. This is where the official collaborations live. You’ll find the headbands, the specific earrings she wears, and the "Scotsman" flannels that Ben lives in. They take the "Made in the USA" label very seriously. If it isn't made here, they usually don't sell it.
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Second, look at her "Erin’s Favorites" collection. She updates this periodically with things she’s actually using or wearing. It’s probably the closest thing to a curated "Erin Napier clothing line" that exists. It’s not just a marketing gimmick; it’s literally what she’s pulled from her own closet or store shelves.
Practical Steps to Get the Erin Napier Look
You don't need a huge budget to pull this off. It's actually the opposite.
- Invest in "Hero" Denim: Find one pair of high-quality overalls or a denim jumpsuit. Don't worry about them being skin-tight. Comfort is the priority.
- Support Small Jewelry Makers: Look for copper, brass, and raw stones. The Novi x Laurel Mercantile earrings are the gold standard here.
- The Headband Trick: If your hair isn't cooperating, a wide, fabric headband is the signature Erin move. It adds a pop of color to a functional outfit.
- Buy for Longevity: Stop buying the $12 t-shirt that falls apart in three washes. The Napier "brand" is built on the idea that things should last a decade, not a season.
- Check the Labels: If you want to truly follow her lead, start checking where your clothes are made. Try to find one American-made piece to add to your rotation this month.
The reality of the Erin Napier clothing line is that it isn't a line at all—it's a lifestyle. It’s about being proud of where you’re from and wearing clothes that allow you to actually do something, whether that’s painting a mural or planting a garden. It's functional, it's Southern, and most importantly, it's real.