New Plymouth, Idaho, is celebrated as the country’s largest horseshoe. The town’s U-shape–open to the north facing the Payette River–is formed by a series of irrigation canals dug by its founders in the late 19th century. Horseshoes are considered lucky, and New Plymouth has certainly been lucky for Jessica Roberts. The founder of Cheekys Brand is on target to do $2.8 million this year selling apparel with attitude to country gals.

“When we started, we called ourselves ‘farm-girl chic,’ but now we appeal to any type of rural person,” says Roberts, who owns the business with her husband, Justin. “Girls who hunt and girls who fish. Outlaw girls and little boho gypsies.”