Gavin Adcock Launches New Western Lifestyle Brand Thrivin’ Here Co.

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Gavin Adcock. Photo: Madelyn Ormond

Gavin Adcock is giving a nod to his rural roots with the launch of his new Western lifestyle brand, Thrivin’ Here Co.

Adcock grew up running cattle on his farm in Watkinsville, Georgia, and his new line of Western wear reflects that lifestyle. To kickstart the brand’s launch, Adcock dropped Chapter One, The Cowboy Kit, which includes the OG Pearl Snap with a custom developed fit and longhorns, the Trucker Hat with cotton twill material, and the Thrivin’ Here Co. Patch and Bandana, built for sweat, dust and long nights.

“This isn’t a costume. I don’t just wear pearl snaps on stage, I’ve worn ‘em my whole life,” says Adcock about the new collection. “On the farm. On the stage. On the days nobody was watching.”

Each chapter is available while supplies last, and no restock will be available on anything. To ensure fans don’t miss a chapter, they can sign up for alerts at ThrivinHereCo.com.

The new lifestyle brand drops on the heels of Adcock’s third album in three years, The Day I Hang It Up, which was released earlier this month. Produced by Jay Rodgers, the album includes collaborations with Treaty Oak Revival, Ernest, and the previously released fan favorite, “Cheap Thrills” with Hudson Westbrook. The album inspired the name of Adcock’s “The Day I Hang It Up Tour,: which is currently underway and was recently extended into 2027 with 12 additional dates.

Lorie Hollabaugh
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