Shelly Townsend belonged to a middle-class family. She had always loved leather jackets, but was never able to wear one until she started teaching in an elementary school. Besides teaching, she also launched her brand with her savings. Once her men's black leather jacket collection gained popularity, her life changed. Shelly Townsend started working on other collections. During the last 10 days of December 2015, she launched a mens brown leather jacket, which got a positive response, and she received orders in bulk.