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E-mailNORTH CHARLESTON, SC - When HD Apparel Co quietly established its presence in North Charleston in May 2025, there was no grand opening or media coverage. On that initial day, the facility was devoid of any inventory. Only the three founders-Huntor Ross, Dalton Stoner, and Jay Kelly-along with their spouses, Alix Ross and Natalie Stoner, were present. The focus was not on whether the space was oversized but rather on how swiftly they could expand within it.
Launched in 2023, HD Apparel Co was born during a pivotal period for its leadership team. Ross had just finished Army National Guard flight school in August of that year. Stoner, trained as a data scientist, and Kelly, who brought years of experience from the commercial signage and franchise operations sectors, found themselves at crucial junctures where their expertise, timing, and mutual aspirations converged.
Instead of responding to a flawed industry, the trio recognized a chance to operate a physical branding firm with the same level of discipline, accountability, and long-term vision expected from top-tier organizations.
"Most companies don't face challenges because they can't procure shirts or hats," stated Ross, who serves as Chief Revenue Officer at HD Apparel Co. "They struggle because they end up managing numerous vendors, dealing with inconsistent quality, and having no one who takes responsibility for outcomes. We established this company to eliminate that friction."
From the outset, the founders intentionally allocated leadership roles. Ross is responsible for revenue strategy and client relationships. Stoner, as Chief Operating Officer, manages production systems and execution. Kelly, the Chief Financial Officer, brings decades of experience in assisting franchise operators and commercial businesses in achieving sustainable growth. Together, they formed a team designed to reflect those capabilities rather than rely solely on any one individual.
"If one of us were to step away tomorrow, the company would still thrive," Ross remarked. "That's intentional. We've cultivated a team that embodies the same discipline and ownership mentality as the founders."
The relocation to the North Charleston facility signified a strategic transition. While HD Apparel Co remains committed to supporting local businesses and organizations, its growth indicates a heightened focus on regional and multi-location clients-companies substantial enough to view branding as a strategic asset rather than a mere one-time expense.
"For us to expand, our customers must also grow," Ross elaborated. "To fully serve them, we need to operate at their level."
The larger facility enables HD Apparel Co to facilitate comprehensive corporate apparel programs, including standardized uniforms, centralized ordering, and consistent brand implementation across teams and locations. For clients visiting the facility for the first time, the desired response is straightforward: a sense of relief.
"We want companies to feel as though there is finally someone committed to their outcomes," Ross expressed. "Not just another vendor, but a partner, a vital part of their team."
Experienced leadership significantly influences the culture at HD Apparel Co. The company actively supports veterans both within and outside its ranks, including leadership from a retired military E-9 who serves as Operations Manager. The focus on teamwork, accountability, and execution embodies lessons learned from military service and their application in commercial settings.
Looking forward, HD Apparel Co intends to continue enhancing its capacity, expanding its workforce, and laying the foundation for future satellite operations in major Southeast markets. As Ross points out, the challenge lies in maintaining transparency and trust as the company grows, ensuring that clients can still visit, observe the operations, and engage with the elements that represent their brand.
While many providers pursue volume, HD Apparel Co has opted for a different approach: prioritizing the development of infrastructure before comfort, nurturing relationships over transactions, and creating systems capable of shouldering responsibility at scale.
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