Five years ago, Trent and Ashley Cox were working in corporate jobs when they decided to start a side business that has since grown significantly.
The husband and wife duo are the co-founders of Roostas, a leading brand known for its unique golf and leisure stretch belts, which come in creatively woven designs for men and kids, as well as embroidery and needlepoint options. Their latest venture, Bluecrest Clothing, has now launched, offering a new line of golf and leisure apparel.
“A while ago, Trent, who’s a big golfer, was watching Rickie Fowler in high-top Jordans and joggers, and wearing a brown leather belt. He turned to me and said, ‘We can do better,’” Ashley explained.
Inspired by this idea, the couple ordered samples and launched a website to sell what they believed would be an improved version of the golf and leisure wear.
“We started out of our house in Memphis,” Trent said. “We got about four boxes of products in a month, listed them on our website, and it grew from there. From those first four styles, we quickly expanded to 40 different designs.”
Bluecrest Clothing was launched during the early days of the pandemic, a time when people were staying home more and had plenty of opportunities to shop online, from clothing to furniture and other home essentials.
“Everyone was shopping online, especially through Facebook, and Facebook ads were doing well. It definitely helped with the early stages of the business’s growth,” Trent said.
Ashley, who serves as the company’s Chief Marketing Officer, said the initial focus was on golf. “Golf courses were among the first places to reopen in the entertainment sector, and we quickly found our niche. We initially focused heavily on belts, and our Roostas line has been all about belts and accessories. We’ve had a lot of success, and people now call us ‘the belt people.’ We have a lot of fun colors in game-day themes, like Mississippi State and Ole Miss, and we can match just about anything.”
Roostas now offers over 100 stretch-belt designs, along with many embroidered and needlepoint belts. While the belts are sourced overseas, the designs are created in-house in Oxford.
After seeing success with their belts and accessories, the couple decided to expand into a complementary area, which led to the creation of Bluecrest Clothing.
“There was a natural progression into apparel,” Trent said. “The shirt I’m wearing is also paired with the belt I’m wearing. Our retail partners were asking for more apparel and university-themed styles, so we decided to take a shot at it.”
Bluecrest Clothing is marketed as a new performance polo and apparel brand, featuring shirts with classic designs, festive patterns, collegiate styles, custom embroidery, and everything in between.
“We went to our first trade shows last month, and we already have 30 more accounts lined up for Bluecrest,” Trent said.
Ashley added that they’ve been fortunate to work with great retail partners for Roostas, and many have been eager to add Bluecrest to their offerings as well. These relationships have played a vital role in the success of both brands.
“We’ve been intentional with whom we work with, both on the retail and factory sides, ensuring a great customer experience from start to finish,” Ashley said. “It’s been so exciting to grow together.”
Bluecrest Clothing’s mission is to “bring joy to men’s everyday style, bridging the gap between timeless charm and contemporary flair.”
Jake Harrison, the company’s Vice President, explained that the designs are things he himself would wear. “We focus on customer segments like the collegiate market, game-day attire, and bold, loud styles.”
Trent added, “The apparel industry has its own trends, and most companies pre-book orders nearly a year in advance, so we design accessories that align with those aesthetics.”
Bluecrest’s first collections include classic stripes and a collegiate line inspired by various universities. The collection features unique pattern combinations like The SIP, The Palmetto, and The Lone Star shirts, along with festive designs like The Freedom, The Krewe, The Beach Trip, and The Gimme.
Bluecrest polos are made with premium performance fabrics that offer comfort, durability, and a four-way stretch. They feature moisture-wicking properties, built-in sun protection, and low-maintenance care. Along with its signature styles, Bluecrest offers custom embroidery options for tailored or corporate orders.
“These shirts are designed to elevate everyday wardrobes with light-hearted yet sophisticated style, bringing confidence and joy to the moments that matter most,” Ashley said. “We believe that what you wear is an extension of your personality, and we can’t wait to see that come to life through the Bluecrest brand.”
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