Our Story

Honor Roll Clothing is a lifestyle brand founded in 2010 and based in Atlanta, GA. More than just apparel, we are storytellers—championing resilience, ambition, and the relentless pursuit of greatness.

We are explorers of Truth, drawing inspiration from the untold stories of those who face seemingly insurmountable challenges yet find a way to rise. These narratives fuel the spirit of the underdog, proving that adversity is not the end—it’s the beginning of something greater.

Our motto, “Excellence is a Process,” reflects our belief that the journey is just as significant as the destination. Every dream pursued, every obstacle overcome, and every step forward is part of the story we exist to tell.

Honor Roll Clothing is more than what you wear—it’s a movement. A place to learn. A place to grow. A place to inspire.

Our Tribe

The Underdog Tribe is a community of individuals who refuse to accept the limitations placed upon them. Whether forced into adversity or driven by a relentless commitment to defy expectations, we stand united in the fight against the idea of “Not Supposed To.”

We are the ones counted out, underestimated, and overlooked—yet we persist. We overcome the “unlikely” by rising above the obstacles, shattering the barriers, and rewriting the narratives that were never meant to include us. Every challenge we face becomes a chapter in a greater story of resilience, strength, and triumph.

This is more than a mindset—it’s a movement. A commitment to proving that excellence isn’t given; it’s earned. We exist to share the stories of every individual who walks this path with us, amplifying the voices of those who refuse to be silenced.

If you’ve ever been told you couldn’t, wouldn’t, or shouldn’t—welcome home.
This is The Underdog Tribe.

Blair Caffey

Founder

Blair Caffey is the founder of Honor Roll Clothing. At the core, Caffey is a man who desires to do God’s will and to follow Christ as much as possible. Caffey’s dedication is exemplified in how he does business with people as well as the motivation behind the Honor Roll Clothing brand and designs.

The Honor Roll Clothing brand name is a tongue-in-cheek reference to Caffey’s academic record since he never achieved honor roll status in school. The brand concept coupled with brainstorming with a friend and now business partner Darnell “Shep” Shepherd, led to the birth of the business.

Caffey continued his higher learning pursuits at Albany State University where he earned an undergraduate degree in marketing and later attended Mercer University to earn an M.Div.

Christan “Chris” Duncan

Owner and Marketing Manager

Chris Duncan is a native of St. Louis, Mo and a graduate of Alabama A&M University, where he received his bachelor’s in Marketing. Duncan joined Honor Roll Clothing in 2011 providing insight for marketing and event strategy to connect the brand’s mission with the core audience.  Over the years he has helped shape the way Honor Roll Clothing communicates with the brand’s base and has developed multiple touchpoints in and out of Atlanta.  

Currently, Duncan serves as Marketing Director for Honor Roll Clothing and plans to leverage established business relationships to help Honor Roll grow and expand into new markets.  His vision for the brand is simple: Quality Storytelling, Quality Products and Quality Experiences (in-person and online).

“I want my daughter and future generations to know that they can dream and apply some hustle to reach their goals.  It will take research, a lot of work and belief in self, but it can be done…one step at a time.”