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Since arriving in Knoxville three years ago, University of Tennessee men's basketball coach Bruce Pearl's economic impact has been felt in numerous ways, from soaring ticket and concessions revenue to a $14 million arena renovation and construction of a new practice facility. Area businesses can attest to fresh new waves of economic activity on game nights.

But beyond the waves, there are the ripples—as in the case of one father-son duo inspired by Pearl into undertaking an entrepreneurial venture. That's what happened in 2006 when Franklin orthopedic surgeon Paul Thomas and his son Austin saw Pearl take the court dressed in a UT orange blazer like those long ago made famous by former UT men's basketball coach Ray Mears. Imagining an arena full of fans dressed up to attend games, Thomas, a UT alum himself, soon partnered with a Knoxville textile expert to launch a product line under the name realoriginalcolors, or R.O.C. (pronounced "rock").

R.O.C.'s target? Fans who hate dressing down in a ratty t-shirt or old gray sweater to show school pride.

"Why not give them something they can wear and support the team while also dress the way they would normally dress?" says Thomas' daughter Laura, public relations officer for the company. "It says, 'I'm a fan, but I can also wear this to the boardroom or out with friends or to dinner on the weekend.'"

What makes R.O.C. more than a novelty act? How about that UT orange is not the only collegiate color scheme that's hard to match with traditional closet or store shelf offerings.

"It's easier to find a red or a navy when you're a fan of a program like Ole Miss," Thomas explains. "Tennessee fans, Kentucky fans, North Carolina fans and others have a harder time finding something."

With this in mind, R.O.C. is launching an all-out assault on SEC country. And facilitating that push is the first family of Knoxville apparel, Alumni Hall. The Knoxville-based retailer of vintage collegiate apparel has taken a keen interest in R.O.C. Jeff Goodfriend, whose family founded and owned Goody's Family Clothing until selling it in 2006, runs Alumni Hall. (Jeff's dad Bob was CEO of Goody's for 15 years.) Using his new concept's footprint, Jeff Goodfriend aims to help R.O.C. expand to college towns across the Southeast.

"It definitely fits what Alumni Hall strives to be as a store," he says. "The line is different. It's fashion forward."

Another advantage R.O.C. enjoys is the ability to steer clear of expensive licensing agreements. Nobody owns colors, after all.

That's not to say the company doesn't give back to the universities from which its business model sprang. In fact, startup R.O.C. is working now to finalize a company-sponsored scholarship program intended to help high school students pursue a degree at a participating school.

All hail the ripple effect.

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