Sweet Baton Rouge didn't begin with a business plan. It began with a song on repeat.

Meredith Waguespack launched the company in 2010 with a simple idea: T-shirts built around her love of LSU game days. The name came to her after listening to "Callin' Baton Rouge" over and over. Sixteen years later, the locally woman-owned brand has its own shop at Perkins Rowe and a lineup that goes well beyond football.

More than game day

The tees still cover LSU Saturdays, but they also celebrate crawfish, tailgating, festivals, Mardi Gras and even "Steel Magnolias." Shirts are designed and printed locally, with most tees starting around $30. The shop also carries hats, stickers, jewelry, drinkware, prints and cards, socks, bath and body products and home goods, plus a shelf of other Louisiana brands. Waguespack says the business is her way of supporting all things local, from donations to area causes to the products she stocks.

A gift that keeps showing up

If you're shopping for someone who has moved away, look at the Lagniappe Box, now in its 10th year. Each seasonal box holds a Sweet Baton Rouge tee in a surprise color and goodies from three or four Louisiana businesses, including Louisiana-made treats. A single box is $47, with free shipping on orders over $65, and subscriptions are available.

Timing matters. Orders placed from October through December get the Mardi Gras box, which ships Jan. 15. That makes it an easy holiday gift that lands just as Carnival season kicks off.

Where to find it

The main store is at 7707 Bluebonnet Blvd., Suite 150, at Perkins Rowe, between Barnes & Noble and Versona and across from Caroline's Cookies. Hours are Monday through Saturday from 10 a.m. to 7 p.m. and Sunday from noon to 6 p.m., with store pickup and local delivery for online orders. You'll also spot the brand in the Origin Hotel lobby and at Baton Rouge Metropolitan Airport.

Questions? Call or text (225) 400-5199.

Photo courtesy of Sweet Baton Rouge.