Former Lonestar band member and “Celebrity Apprentice” winner John Rich has launched the new lifestyle brand Redneck Riviera inspired by the people and attitude of Florida’s Emerald Coast.

Rich launched the brand to the Spring Break crowd at the Panama City Beach, Fla., club Spinnaker alongside his partners from Delta Apparel and To The Game, which serve as the merchandising arm of the new endeavor. The brand’s apparel line will be available at the club and on the Redneck Riviera website.

Earthbound has been tapped to represent Redneck Riviera for licensing and brand management.

"After seeing so many people enjoying the laid-back, carefree beach lifestyle of the ‘Redneck Riviera,’ I realized it is not just a place," says Rich, who will also serve as brand ambassador. "It’s a state of mind that can be found coast-to-coast and in every landlocked town in between. My main goal is to make sure this product lives up to the lifestyle."