One of our goals this year was to cultivate a community & doing so has helped guide us to this very exciting announcement: today Southern Football Tees will officially MERGE into Sweet Baton Rouge!!
Sweet Baton Rouge will now be a one-stop shop for ALL of your Louisiana lifestyle apparel & accessories! We will still have all of your favorite tees from SFT past collections, now living all together under the @sweetbatonrouge brand!
To better explain the transition, let’s go back to where it all began! SFT, or Southern Football Tees, launched in 2011. Its primary focus was to share our love for football, so all of the original t-shirt designs revolved around our love for the game.
As demand grew, however, we knew we needed to evolve! While our love for our Tigers remains the same, there’s so much more to love in Louisiana: from crawfish, tailgating, festivals, Mardi Gras & of course, everything local! Thus, our tees today are not just about football, but about ALL of the things we love in our city, Sweet Baton Rouge, & the wonderful Bayou State, Louisiana.
As both brands continued to grow simultaneously, we began focusing more of our efforts on Sweet Baton Rouge in late 2017. Not only did Sweet Baton Rouge launch a blog - called Sweet Baton Rouge Insider - that focuses on all things local, we also designed a logo for the Sweet Baton Rouge brand! Because we look forward to the annual migration of the White Pelicans to the LSU Lakes, we took inspiration from their last visit and Sweet Baton Rouge’s Petey the Pelican was born in April of 2018!
As all of our planning and preparing began to fall in place this year, our four-year dream of hosting a Local Pop Up Shop also became a reality. The week-long Local Pop Up Shop was held in Perkins Rowe from December 4-9 and hosted a dozen local makers and artists, which was an incredible experience for our team. The Local Pop Up Shop was a raving success in bridging the gap between local makers and Sweet Baton Rouge consumers in our community.
Leading into the planning process, we discussed the potential for our two companies to merge & after the Local Pop Up Shop wrapped, we knew our next big step was to move forward! So while this decision did not come easy, we knew it was the next step for the company’s growth, as we continue to invest not only in our Sweet Baton Rouge community, but also share our love for Louisiana.
We look forward to 2019 and all that it will bring to our Sweet Baton Rouge community. Be on the lookout for updates on Local Pop Up, Sweet Baton Rouge Insider & Lagniappe Box as we continue to work toward the mission of sharing Local Love with you!
Sweet Baton Rouge Team
Tees That Define Us:
Sweet Baton Rouge
Meredith first moved from the small north Louisiana town of Athens to Baton Rouge in 1999. When she founded SFT in 2011 (now Sweet Baton Rouge), she wanted a t-shirt that showed her local pride in a way that she could wear it and talk about it.
Growing up in a small town, living in “the big city” was amazing. She loved everything about Baton Rouge -- and there was so much local culture to love!
When she first debuted the “Sweet Baton Rouge” tee, people fell in love with the design. Meredith began working on the trademark process, and as of October 2016 SFT is the proud owner of Sweet Baton Rouge® name!
The meaning and lifestyle behind “Sweet Baton Rouge” is still evolving daily, and SFT has big goals for the name. SBR even has its own Instagram account (@sweetbatonrouge) and we encourage you to share your love for our city with #SweetBatonRouge.
Sweet & Southern
Meredith grew up in the country, living that small-town life. Our Sweet & Southern t-shirt (and now full collection) is her visual and flashback to her past growing up in North Louisiana.
It’s all about the Southern lifestyle and feeling free -- embracing those small-town roots, front porch swinging, back roads driving and sweet tea drinking.
It’s still her mantra to stay sweet like tea and to remember where she came from. According to her, it’s OK to slow things down a little and enjoy all the pleasures of being a southern girl at heart.
This design will forever be an iconic tee for SFT. Since the August 2016 flooding, SFT has donated more than $50,000 to the Greater Baton Rouge Food Bank in honor of the 2016 Cajun Navy.
The Food Bank’s 1,700-square-foot warehouse took on four feet of water during the flooding.
While the t-shirt design has made a huge impact on the community and on SFT as a local business, it all started with just a simple Facebook post.
On Monday, August 16 -- in the midst of the flooding -- the SFT team posted a Cajun Navy graphic on Facebook to express their appreciation of the brave men and women who launched their boats into the floodwaters in efforts to rescue those who were stranded.
The post unexpectedly went viral with numerous requests for the graphic to be made into a t-shirt. SFT listened and quickly designed a fundraising Cajun Navy t-shirt with the goal of raising money for the Greater Baton Rouge Food Bank.
Within days, SFT earned more than $30,000 for its first donation.
Later, a purple/gold tee, a black/gold tee, and children sizes were released. And the shirts have even been recognized on a national level, including TV shows like Bar Rescue on Spike TV and Master Chef Junior on FOX!
The Local Lagniappe Box:
In Fall 2016, we wanted to bring its love for local to a new level. As a small business, Meredith wanted to show her support other local small businesses in the state.
That October, we launched its first Louisiana Lagniappe Box, a monthly Louisiana-themed subscription box which includes a never-before-seen t-shirt and artfully selected local products.
Within four days, the 40 exclusive boxes sold out. Today, more than 150 people are subscribed to the monthly box.
With its gain in popularity, we created lagniappebox.com as a sister brand to coincide with Sweet Baton Rouge. The new website includes an inside look at previous boxes, other local brands, and the options to subscribe to and gift boxes.
In addition, we launched an official Instagram account,@lagniappebox, that features box items and promotions exclusively around the Lagniappe Box.
Meet Meredith CEO AND FOUNDER
Meet Sarah GRAPHIC DESIGNER & MARKETING CONSULTANT