About Bluegrass Brothers

Bluegrass Brothers is a Kentucky-bred lifestyle brand based in Lexington, KY—the Horse Capital of the World. Our story began with my great-uncle, jockey Jake Heupel, who rode in three Kentucky Derbies and finished 2nd in 1925. His legacy instilled in our family a passion for racing, tradition, and the culture that defines Kentucky. From custom artwork to timeless apparel, our brand embodies the essence of horse racing and America’s original pastime. “Brothers” represents more than family—it’s about the unbreakable bonds and shared values rooted in Kentucky’s heritage. Each piece we design honors the champions and traditions that came before us while offering a clean, contemporary style that resonates with today’s customer. For your store, Bluegrass Brothers brings more than product—it brings a story that connects. Customers aren’t just buying apparel; they’re investing in a lifestyle Rooted in Greatness.Read their story