What began as a creative way to fund a family ski trip has blossomed into something far greater than its founders could have imagined. Texas-based Double D Ranch is not just a luxury Western wear brand; it’s the heartbeat of a vibrant, loyal, and deeply connected community. At the center of it all are three sisters: Audrey Franz, Hedy Carter, and Cheryl McMullen, whose shared vision, family bond, and bold authenticity have created something far beyond fashion.
“We didn’t have a vision, we just wanted to go on a ski trip,” McMullen recalls. “We were making ends meet hanging wallpaper, and I had made a coat that I kept getting compliments on, so we thought, ‘What if we make a batch and try to sell them?’ We could maybe make enough for a family ski trip!’ and even that felt like a lofty goal at the time.”
Now, 35 years later, Double D Ranch has solidified itself as a cornerstone of Western fashion, balancing timeless style with an intimate understanding of the women who wear it.
“We make clothes we want to wear, and I think that speaks to authenticity,” says Carter. “Cheryl does all the research on trends and whatnot, but we don’t chase them all. We make clothes that we can see ourselves and our people in. It’s funny, we know our customers so well that we’ll get a batch of samples in, and be like, ‘You know who’s going to love this? So-and-so!’ which I don’t imagine a lot of brands do.
“For us, Double D was never just a clothing brand,” she continues. “It was about building genuine relationships and friendships by dressing women in garments that made them feel confident and celebrated. Each piece helped bring out their individuality, allowing their true selves to shine.”
Franz agrees. “I truly believe staying in Yoakum [Texas] has been instrumental in protecting and maintaining our authenticity. Our roots are deep here, and it keeps us grounded; I don’t think there’s any way we wouldn’t have been fundamentally changed if we had uprooted to the East or West Coast.”
The Wolf Pack
Double D Ranch is set apart from other brands because of the community that’s formed around it, affectionately known as the “wolf pack.” It started with the creation of a Facebook group called Double D Addiction, a space to share style tips, swap stories, and celebrate one another. Over time, those online connections evolved into real-life friendships between women across the continent.
“The term itself started in jest,” Carter explains. “Someone referred to us—my sisters and mom and me—as a ‘pack of wolves,’ I think in terms of stick-together-ness, and that we can be formidable when we’re banded together. Not entirely sure if they meant it as a compliment, but we’ve taken to wearing it as a badge of honor, and we keep adopting new people into it every day.”
Adding Meetups
As their online community flourished, so did their dedication to fostering real-life connections. It began when a handful of customers who had met through the Addiction group decided to make a birthday pilgrimage to the DDR “mothership” store in Yoakum. It happened to align with the sisters’ mother’s birthday and the anniversary of the group’s founding. A celebration was born. The event, known as the Addiction Meetup, is now a full-fledged annual tradition, complete with evening gatherings, exclusive shopping, and heartfelt moments—like the signing of the studs in the newly christened Addiction Party Barn, built specifically for the community.
“It’s one of those things we could’ve never predicted would evolve into what it’s become,” Franz shares. “It’s really something remarkable to witness, truly; we get emotional on the final night every time. We’ve learned a lot, and we strive to make it better, year after year. It’s a really special celebration of this sisterhood.”
“It feels like there’s a common thread that pulls us all together that’s bigger than just a brand—gals with a cowgirl’s spirit and fortitude, who are confident and bold and resilient,” McMullen says. “We all came together, and the genuine friendships that have evolved from a social site and the love of a brand is truly amazing. We often say, ‘We made the clothes, y’all made the community.’”
Carter recalls a Meetup story that will always stick with her.
“This past Addiction Meetup in July, a customer battling cancer made it her mission to make it here,” she says. “She told us that if she’d had a Make-A-Wish, she’d use it to come to DDR. That was pretty powerful.”
Heather Burch, an avid collector since 2017, made Addiction history with her 2024 New Year’s resolution to wear Double D every single day throughout the year. Beyond her impressive commitment to the brand, Burch is a passionate and active member of the community, fully embracing the spirit and sisterhood that defines the Wolf Pack.
“Everyone at Double D is so nice. And it’s weird when you hear people say, ‘Oh, they’re super nice,’ but it’s a type of niceness that my husband and I just don’t encounter,” Burch says. “They’re just so supportive. My favorite part of the Meetup is reconnecting. You might talk a lot over social media, but there’s nothing like meeting people face to face.”
Family Business
At its heart, Double D Ranch remains a family business, and you can feel it in everything they do.
“We’re probably a lot more vulnerable and personally involved in our online community than most,” Franz says. “I think our whole online community got to see me getting a speeding ticket once because my sisters went live [on social media], so I think that two-way exchange fosters a lot more engagement than if they felt like they were talking ‘at’ us.”
McMullen agrees that running the business with her sisters lends an approachability.
“We work our butts off, but we laugh a lot, too; we make fun of ourselves, and each other a little bit, and I think that makes us feel relatable and approachable,” she says. “We’re not afraid to share that side of us, or our struggles to get here. Perhaps it’s not the most polished presence, but it’s authentic to us, and it really works for Double D.”
For former Miss Rodeo America Kennadee Riggs, Double D Ranch has been a presence in her life ever since she was a little girl.
“My nana had a great Double D collection, and I used to borrow her pieces all the time—that’s really where the obsession started,” she shares. “But my true connection with the brand began when I was Miss Rodeo Arizona. I visited the store right before running for Miss Rodeo America and got to meet all the sisters. Right away, I could feel the warmth and family atmosphere they’ve created. It’s uplifting. It builds you up and inspires you to be better.”
The support within the community is more than just talk, with women showing up for each other when it matters most. When one woman in the community is facing something extraordinarily difficult, a Superman pin is passed around, serving as a tangible symbol of strength and solidarity. It serves as a reminder that they have an entire cheering squad behind them.
“So many beautiful souls, so many different walks of life, and all so welcoming,” McMullen says. “We’ll laugh with you, grieve with you, cheer you on, build you up, celebrate you; whatever your stage of life requires, this group of gals has got you. It’s beautiful.”
In a world where fashion often feels fleeting, Double D Ranch has built something lasting: a bond between women who see themselves not just in the clothes, but in each other. It’s that sense of connection, of being seen and celebrated, that keeps customers coming back—not just for the style, but for the sisterhood.
Learn more at doubledranch.com.
This article appeared in the October 2025 issue of Western Life Today magazine. Click here to subscribe!
