Faherty Brand started in 2013 around a specific product idea (a board short with a shorter inseam, added cotton and a softening wash technique) that twin brothers Alex and Mike Faherty spent twelve years preparing to launch: Alex in private equity at Cerberus, Mike learning fabric mills and pattern-making as a designer at Ralph Lauren. They sold that first collection out of a converted "Beach Shack on Wheels," driving it cross-country to local boutiques rather than going through wholesale buyers. The business has stayed a family operation since, with the brothers' mother designing most of its stores and Alex's wife, Kerry Docherty, leading its impact and Native-community initiatives.