Our Brand

Raised On Country - Our Story

In the summer of 2024, we found ourselves standing in Hyde Park, London, surrounded by tens of thousands of fans at the BST Morgan Wallen concert. The energy was electric. It was more than just a gig – it was a turning point. The crowd, the music, the atmosphere – it all confirmed what we had been feeling for a while: Country music was no longer just an American story. It was growing roots right here in the UK.

That day planted a seed.

We’re Martin and Ben Fitzgerald – two brothers born and raised in Buckinghamshire, England. Country music has been the soundtrack to our lives for as long as we can remember. From old-school vinyl to long drives with the windows down and the dial turned up, it shaped who we are. So, standing in that sea of cowboy boots and trucker hats, we knew it was time to build something that represented not just the music, but the lifestyle and the culture behind it.

Our first name for the brand was inspired by our younger brother’s tattoo – Mama’s Boy. It felt personal, raw, and real. But after discovering the name was already taken, we found ourselves back at square one. That’s when we came up with something that spoke even deeper to who we are: Raised On Country – or ROC for short.

This wasn’t going to be another copy-and-paste fashion label. From day one, we set out to create something authentic – something that didn’t just sell Country, but actually lived it. We knew we didn’t want to start with the typical t-shirts or hoodies. We wanted something that truly embodied the grit, heritage, and pride of Country culture.

Our first idea? Trucker hats – a staple at any country music gig, from Nashville to Norwich. But then, by pure chance, Ben came across a small UK company crafting handmade leather belts. The moment we held one in our hands, we knew. The rich smell of the hide, the texture of the leather, the timeless craftsmanship – it felt like everything we love about Country: tough, simple, beautiful.

We Were Hooked

We dove in headfirst. We signed up for courses, studied the tools, spent hours learning the craft – and made plenty of mistakes along the way. Our office quickly turned into a workshop full of cutoffs, half-finished buckles, failed stamps, and late-night trial runs. But through the mess, we were building something real.

Months later, with worn hands and full hearts, we finally held our first finished belt. Made from premium cowhide leather, each one carries the ROC stamp and features our signature horse emblem – a nod to the freedom, power, and spirit of the open range.

Raised On Country isn’t just a brand. It’s our story. It’s your story.

It’s for the folks who find peace in wide open spaces and power in a good lyric. For those who live for the rodeo one weekend and the local pub the next. For anyone who feels like Country isn’t just a genre – it’s a way of life.

So whether you're from the heart of Texas or the hills of the Chilterns, if you were Raised On Country – you're one of us.