After raising twins who left for college at the same time, Holly Martinez turned her energy, organizational experience and entrepreneurial skills that stay-at-home moms develop running 24/7 hectic households to a new venture. “Our twins, Walker and Willow, had been incredibly active in Anderson County sports at a high level: Walker in football and Willow in cheerleading. And my full-time job was supporting their academic, practice and game schedules,” Martinez says. “Now an empty-nester, I wanted in my next chapter to create something beautiful that meets the lifestyle needs of women like me, and also allows me to give back to others.”
“When my husband, Mike, asked me what that might look like, I said, ‘What about elevated leisurewear … comfy for hanging out at home … but then, when you go out, you still look very put together?’” Martinez says her designs and fabrics blend timeless style with everyday ease for women who want to feel relaxed and look refined. She adds, “Elevated leisurewear means something that takes you from morning to night. Our cashmere sweat sets are so cozy to get up in the morning and put on, drink your coffee, answer emails … and then go about your day, run errands, lunch with friends, after school practice, wherever your life takes you!”
The apparel brand emerging from brainstorming sessions became HUNLEY, to honor Belle Hunley and Mary Lou Hunley, two generations of beloved grandmothers, born and bred in a small Appalachian community, who impacted Martinez’s life in endearing and enduring ways.
“With HUNLEY, I try to pay homage to where our family grew up with our collections and individual style’s names. I like adding Appalachian cultural pieces that enhance branding, like our 3D embossed hoodies featuring Southern sayings like Milk and Honey, In the Pines and Buttermilk. In true Southern style, I named an off-the-shoulder crewneck sweatshirt the Willow Sway, after my daughter, and the Blue Belle polka-dot sweatshirt set after my great-grandmother. Seasons influence our styling. This spring, I focused on big florals, like our Mountain Garden set. For summer, we did some long-sleeve tops in terry cloth so they’re still cool, and a waffle knit set. I always think fabric, fabric, fabric. I want customers to touch our leisurewear and say, ‘Yes! I love the way it feels and want to wear this.’”
Consumers can shop online, but HUNLEY has also begun securing local boutiques and stores, and a few out-of-state retailers. “It means so much to us to support local businesses. Our points of distinction set us apart. I like designing and working in sets, but women can order in sizes they want: a small top with a medium bottom. Our waffle-knit set is a jogger that’s tight around the ankle and ties at the waist with a flat-line drawstring, which a lot of women prefer over metal. We’ve added the HUNLEY logo at the bottom of long sleeves. We offer elevated merchandising touches, like handcrafted wood hangers custom-burned with our logo, hang tags carrying our story and photos of my granny and aunt, and handwritten thank you cards in every order.”
Like many family enterprises, it’s a labor of love. Martinez’s brother, a woodworking craftsman, customizes the hangers. Her husband, the president of All Star Outfitters, is in the apparel industry and helps with sourcing manufacturers and vendors. Daughter Willow is a University of Tennessee cheerleader (just like her mom, a UT alum who cheered in the 1998 UT National Championship days), and she and her friends help as catalog models. Her mother, aunt and niece pitch in with administrative duties.
“I never met my great-grandmother, Belle Hunley, but I adored her daughter, my grandmother, Mary Lou Hunley, a woman of deep faith with a true servant’s heart, devoted to caring for others in need in her community. Both grew up very poor in an economically depressed small town in Campbell County, which is sadly true of a lot of Appalachia. Giving back to communities like theirs has become a calling for me.”
Martinez searched for nonprofits making a difference in underserved Appalachian communities. “I found Aid to Distressed Families of Appalachian Counties (ADFAC.org), a nonprofit that provides essential household assistance to families. I called the executive director and told her I was starting a clothing line, and my focus is ‘what can I do to bring awareness and support to ADFAC?’” Annie Cacheiro was delighted, and Martinez now serves on ADFAC’s board of directors and offers support ranging from volunteering to bringing awareness to their programs to stabilize families. As HUNLEY grows and becomes more financially viable, Martinez plans to become a sustaining partner financially.
As Martinez fashions this next chapter in life, her website biography describes her best: “Holly Martinez draws daily inspiration from family, faith and the Appalachian landscapes that shaped her upbringing—proving that roots and purpose can grow into something both meaningful and enduring.”
Learn more at HunleyShop.com.