LOCALLY OWNED ARTICLE BRIANNA MELANSON | PHOTOGRAPHY JASON WAIN PHOTOGRAPHY
FRANKLIN FLANNELS BREATHING NEW LIFE IN TO FLANNEL SHIRTS
2015 Dominic creates the first flannel for Cindy, sells 25 flannels to City Farmhouse.
2017 Launch of e-commerce website; Featured on Tennessee Crossroads
2018 Ship more than 10,000 Franklin Flannels a year
2019 Release of Franklin Flannels Linen Spray
1,000 vintage flannels sent from their wholesaler, Dominic
and Cindy sort through the boxes and wonder where the flan-
nels have been and what time period they came from. They
BRING HAPPINESS AND COMFORT.
ask, “Who wore this? Did it keep someone warm at night or
Dominic Laverty has the gift of innovation,
sit around a campfire?” Once Dominic transforms the flan-
wife Cindy Laverty manages the business,
nels, they have a new purpose full of exciting opportunities.
and their daughter keeps them up with the latest fashion trends. The Lavertys had recently moved to
“He looks at a red shirt and says he can pull out orange,
Franklin from California, without knowing
pink and coral colors and has all different formulas to do
anyone in the area, in search for new begin-
that,” Cindy says.
nings. The business idea sprouted unexpect-
It’s not simply a bucket of bleach that gives the faded effect.
edly when they saw a man wearing an inter-
It could take him 30 minutes or four days to complete this
esting flannel, reportedly altered by his wife,
country staple. To stand out even more, they’ll embellish some
at Franklin's Mellow Mushroom. Dominic,
of the flannels with suede pockets or rhinestones.
an artist and hairstylist, promised Cindy that
Cindy is trying to erase the idea that flannels are strictly for
he could make her a similar flannel. And
fall and winter. They sell lightweight flannels in pastel and sum-
two days later, she was sporting a one-of-a-
mer colors that you can pair with denim shorts, cowboy boots
kind flannel that caught the eye of the owner
at a concert or throw over your bathing suit.
of City Farmhouse at the Franklin Factory.
Once the shirt is designed, it goes through a special soft-
She requested Dominic to make 25 shirts,
ening process that gives it its famous scent. They’re looking
and that’s where Franklin Flannels made their
forward to attending the Vintage Market Days in Charleston
first sales. In less than a year, their business
grew nationwide only from word of mouth.
Franklin gave Cindy and Dominic Laverty a second chance
Cindy stresses the importance of sus-
at happiness and success. Now a portion of their earnings
tainability. It doesn’t matter if the flannel
goes to charities that give others second chances, such
had lost a button, the abandoned flannel
as Snooty Giggles, Second Harvest Food Bank and Hope for
will turn into an artistic piece full of char-
acter. Whenever they get a shipment of
Dominic “reads” or studies every flannel to determine what it is meant to look like.
Franklin Lifestyle | June 2019
“We’re in the happiness business,” Cindy says.
June 2019 Issue of Franklin Lifestyle