About Us

The Red Rival was founded in 2019 by Nicole Estes and operates under our legal business name, Lovely KC LLC. Formerly known as Lovely KC, we rebranded as The Red Rival and relocated from Kansas City, Missouri, to Maryville, Missouri in December 2022, about an hour and a half north of our original location.

Today, Lovely KC LLC operates multiple business models and brands, all built with the same focus on quality, reliability, and customer service.

Our Brands

The Red Rival
Our flagship retail brand, offering original graphic tees and accessories designed in-house. This is where our creative vision comes to life through curated designs, quality garments, and a customer-first experience.

The Red Rival Wholesale
Our wholesale division serves boutiques, small businesses, and retailers across the country. Wholesale customers have access to our original designs, allowing them to stock high-quality, on-trend apparel without the burden of in-house production.

The Rooster (DTF Transfers)
Through The Rooster, we provide Direct-to-Film (DTF) transfers, offering both our own designs and a large, carefully curated library of designs from other independent designers. This model allows makers, shops, and apparel businesses to press professional-quality designs on demand without investing in expensive equipment or design resources.

Our Story

The business was founded by Nicole Estes, who holds a Bachelor’s degree in Business Management (2010) and spent over a decade in corporate America, working in IT and Finance at Cerner. Her background in business operations and customer experience laid the groundwork for the systems, structure, and service standards that guide the company today.

Nicole’s husband, Allen Estes, has been involved since the beginning and joined the business full time in January 2025. Allen holds degrees in Business Administration and Software Engineering and also spent over a decade in corporate America, working as a software engineer/web developer for Cerner, Garmin, and Hilton Corporation. His expertise supports the technical, production, and operational growth of the company.

Our Team & Community

We proudly employ several Northwest Missouri State University (NWMSU) college students who work part-time assisting with pressing, shipping, and customer communication. Supporting local students and creating flexible job opportunities is an important part of our mission.

Lovely KC LLC is the sole source of income for our family and our employees, and we take that responsibility seriously. Every order directly supports our team, our families, and the community we call home.

Why Shop With Us

Whether you’re shopping retail, buying wholesale, or running your own apparel business, our goal is the same: to provide reliable service, consistent quality, and designs you can trust. When you choose any of our brands, you’re supporting a family-owned business built on experience, integrity, and genuine relationships.

Thank you for supporting The Red Rival, The Red Rival Wholesale, and The Rooster. We’re honored to be part of your business journey.