Happy Friday Amigo,

Welcome to the next edition of JM’s Weekly Roundup. A quick hit of what’s new at La Matera and a few things that’ve popped up on my radar lately.

TL;DR:

• La Matera Highlight: The new El Agave lineup just dropped

• Highlight of the Week: Luck Reunion last night

• Worth a Read: The Comfort Crisis by Michael Easter

• Brand I’m Eyeing: Howler Bros

• Weekend Wisdom: Willie Nelson

1. La Matera Highlight: El Agave Collection

New to the woven lineup is the El Agave Azul, Verde, and Rojo. We just got these in this past week and I’m been fired up about how these turned out. All three share that same agave-inspired pattern but each has its own feel. The Azul is clean and easy to wear, the Verde brings a little more color, and the Rojo has a bit more punch without getting loud.

They’re handwoven in Guatemala and finished with our cognac leather, so you get that balance of craftsmanship and everyday wearability we’re always after. Easy to throw on, easy to build an outfit around. These are going to get a lot of run heading into the warmer months.

2. Highlight of the Week: Luck Reunion

Made it out to Luck Reunion yesterday and, as expected, it delivered. Doesn’t hurt that it’s about 4–5 minutes down the road from us here in Spicewood.

If you’ve been following along for a bit, you might remember I mentioned Susto in a past Roundup. Justin Osborne, the lead singer, and I go way back. Known him for close to 30 years now. One of those guys who’s always done things his own way creatively. Pretty damn cool to see him out there with the Stringband doing his thing at Luck.

Plenty of other highlights too. Lukas Nelson, Trampled by Turtles, and Kaitlin Butts all put on great sets. Stumbled into a band called Penelope Road & Dylan LeBlanc that were both new to me and definitely worth a listen.

And then of course, Willie & Family closed it down the way only they can.

Luck is one of those events where you’re bouncing between stages, running into people you didn’t expect, and discovering great music all day long. Hard to find that kind of atmosphere anywhere else.

3. Worth a Read: The Comfort Crisis by Michael Easter

Just finished The Comfort Crisis by Michael Easter and it was a solid one.

It gets into how we’ve engineered most of the discomfort out of our lives and what that’s doing to us physically and mentally. Nothing groundbreaking, but a good reminder that doing hard things on purpose is probably a net positive.

Easy read, interesting ideas, and worth picking up if you’ve been stuck in the usual routine for a bit.

4. Brand I’m Eyeing: Howler Bros

With things starting to heat up down here, I’ve been reaching for lighter gear more often, and Howler Bros has worked its way back into the rotation.

They’re based here in Austin and do a great job blending outdoor function with everyday wear. Lightweight shirts, easy layers, and pieces that work just as well on the water as they do grabbing a beer after.

Nothing feels overly technical, but it all holds up when you actually put it to use.

I keep coming back to their Gaucho Shirts. I’ve probably got 8–10 of them in the closet at this point, which tells you everything you need to know.

5. Words Worth Ponderin’: Willie Nelson

“Once you replace negative thoughts with positive ones, you’ll start having positive results.” – Willie Nelson

Felt right to lean on Willie this week after Luck.

It’s a simple idea, but there’s something real to it. The way you walk into a day, a conversation, or a challenge tends to shape how it plays out. Not always in big, obvious ways, but in the small decisions and the way you carry yourself.

Shift the mindset just a bit and things usually start moving in the right direction.

That’s it from me. Stay positive and have some fun this weekend.

Appreciate y’all being here.

Cheers,
JM

Jon-Mark Craddock
CEO

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Originally sent through JM's Substack on 2026-03-20.