What word do you associate with a peach?
Whether or not you’re from the Peach State, Georgia likely comes to mind. And if it doesn’t, Derek Chitwood is on a mission to change that.
“I grew up picking peaches with my grandpa and I was always super passionate about being from Georgia and it being the Peach State,” says the founder of Peach State Pride, a "clothing company and beyond".
“I wanted to create a logo that was essentially the logo for the state of Georgia," he says. "I want people to look at our logo and say, 'That’s Georgia'… and wear that logo and feel proud to show people that’s where they’re from."
That logo is a peach. A Georgia peach to be exact.
That symbol of Palmetto State pride was exactly what Chitwood wanted to create for his home state. Upon returning home in 2009, he picked up a pen and paper and sketched a peach. It was simple, yet significant, he says. What better symbol for his beloved Peach State than, well, a Georgia peach?
Little did he know that sketch would eventually turn into an entire clothing line appropriately named Peach State Pride. The collection, which continues to expand into new merchandise including wallets, hats and koozies, is sold in more than 100 stores across the Southeast. Each item sold is stamped with a Georgia peach and sealed with Georgia pride.
And like the unexpected entrepreneur’s career path, opening the new location presented a few unexpected surprises.
Peeling Back Coca-Cola History
Everything was going wrong.
The local storeowner laughs about it now, but the exorbitant amount of construction issues they encountered was no laughing matter. Just when the couple thought they would never catch a break, Chitwood’s contractor noticed remnants of
“We love having this piece of history right here in the middle of our store,” says Chitwood, looking back at part of the mural they were able to recover. What’s left today is only a skeleton of its former early-1900s glory, but the history buff says that’s what makes the painted Coke sign a perfect fit for the store.
The Future is Peachy
Derek and Kari Beth Chitwood also want to make their community proud. The couple gives back 15 percent of profits to Georgia charities. In doing so, they hope to resonate with people who care about making a difference and set Peach State Pride up for longevity.
Headquartered just outside of Athens in Historic Downtown Watkinsville, Peach State Pride is currently available in over 100 stores across the Southeast including Empire South in Watkinsville and Athens, and V.F. Chitwood's, in Lavonia, GA. Follow Peach State Pride on Instagram, Facebook, and Twitter for more!
More on Journey
When Empathy Goes Viral: How
Coca-ColaScholar Nathan Alexander is Creating Social Justice Through Mathematics
- Peace Tea ZER-OH Pineapple Groove Puts Tropical Twist on Green Tea
- smartwater smartbeats Launches at SXSW With Toro y Moi
- Coca-Cola Receives Perfect Score on Human Rights Campaign’s Corporate Equality Index for 13th Consecutive Year
Culture of Equality: How
Coca-ColaFosters an Inclusive LGBTQ Employee Community