Our Story - From Retail to Clothing Design
In the heart of the American South, our brand was born out of love for history, freedom, and a compelling story that started with a simple, weathered hat that reminded me of my favorite Uncle. A hat that looks as if it has weathered on the dashboard of an old farm truck, Uncle Bobby's farm truck. S.L. Revival Co. is an American Heritage Provisioner inspired by the fantastical life of Uncle Bobby B. Born in the Roosevelt era, Bobby B. was my great uncle, the youngest brother of my great granddad.
The genesis of the brand can be traced back to Uncle Bobby's old farm truck—a vivid relic of the past— and the hat that was often sitting as a sentry on his dashboard. It all began when I spotted a fellow surfer donning an aged trucker hat decorated with a vintage stye flag of our neighboring state. Its aesthetic appealed to me; it was reminiscent of the rugged charm of Uncle Bobby. Yet, there was nothing similar for our own North Carolina.
Owning a small surf retail outlet, I rallied my team to design what we couldn’t find. We crafted a unique version of the North Carolina state flag, reducing its colors for a vintage feel. To achieve that well-loved, worn look, we partnered with a manufacturer using a sodium-based enzyme wash—a process we call Salt-Washed™—giving the hat its sun-aged appeal. Replacing white threading with khaki added a touch of timelessness, producing the original North Carolina vintage-style state flag hat and laying the cornerstone for S.L. Revival Co.
The name "S.L. Revival Co." comes from the Latin words "Sectamini," meaning to pursue, and "Libertas," meaning freedom. Our company has a strong foundation in valuing history and flags, known as vexillology, which is the study of the meanings behind flags. We explore archives and museums to understand and honor the stories behind each flag design. Although some people use flags today in ways that differ from their original intentions, we are dedicated to preserving their true meanings and the heritage they embody. We do not associate with any contemporary uses of historic flags that stray from their original purpose.
Our passion for history extends beyond apparel. We've initiated the #walktheworld challenge, inviting adventurers to share their journeys and celebrate cultural diversity. Whether it’s on Instagram or Facebook, we encourage everyone to explore, learn, and foster understanding and empathy across cultures.
S.L. Revival Co. isn't just about garments; it’s about commemorating freedom, embracing history, and inviting you on a journey. Uncle Bobby would surely be pleased to see his spirit reignited in the pursuit of freedom and the storytelling of our shared heritage. Join us in crafting a legacy woven from the past's rich tapestry and an enduring American spirit.