The brand launched with products in May 2015 on $7 million in seed investment, adding a $10 million round from Forerunner Ventures that October, and opened its first store in Witherspoon's hometown of Nashville, Tennessee, followed by locations in Dallas, Lexington and Atlanta. It has partnered with Jack Rogers, Net-a-Porter and Kohl's, and its signature totes y'all bag even appeared in the Gilmore Girls revival.
The line spans clothing, accessories and home decor designed to embrace the style of the South today, with prices geared toward high-end shoppers. In September 2023, private investment firm Consortium Brand Partners acquired a majority stake in the brand.