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A group of Napa friends has started a new business selling hats designed for “wild and fearless” adventurers who like to travel off the beaten path.

Called American Bonfire Co., the company was launched this year by Casey Bishop-Yeakey and Corinna White, both Napa County natives.

The business sells “trucker”-style caps with a variety of sayings including “Caffeine and Kindness,” “Beachin,’” “Ranch Wife,” and “Backroads and Bonfires.”

“We always wanted to start something together, us girls,” said Bishop-Yeakey. “We all love our trucker hats. We decided, ‘Why not the hat business?’”

Bishop-Yeakey is former professional tennis player. Today, she’s a married mom of two children. Born and raised in Napa, she spent her time riding horses and around cattle on her family’s land called Bishop Ranch.

White works as an attorney. When approached by her friend to be part of the business, she gladly jumped on board.

“Being able to be part of such a high-energy fun group of women doing fun things and doing good is something really special to be involved in,” she said.

“Casey is just one of those people you want to spend as much time with as possible.”

The business also includes a small core group of other like-minded women from the North Bay and elsewhere.

“We’re all country girls,” who like to ride horses and who like adventurous travel, Bishop-Yeakey said.

Those brand ambassadors help come up with new hat sayings and promotions, she said.

American Bonfire Co. is a new lifestyle brand intended for “music-loving, backroad journeying, windows down, high-flying, authentic men and women know they are here on this earth to live this one life we have to the fullest,” according to the company’s website.

Designed by Napa native Laura Lambrix, most of the hats are printed in the Sonoma area. They are sold online for $30 each and will also be in selected stores soon, said Bishop-Yeakey. Fabric gift bags from Guatemala are also available.

The trucker cap is a popular style, Bishop-Yeakey said.

“It kinda goes with everything,” she said.

The company is also keen to implement fair trade practices and it selects one U.S. charity each month to contribute a portion of sales.

Of course, after the Napa wildfires, it was obvious what to raise funds for next, they said.

The group created a hat printed with the words “Napa Strong” to sell on the business website," target="_blank"> Money from the sales of the hat will be donated to fire relief efforts.

While the word “bonfire” has a different connotation after the area’s recent wildfires, to this group, bonfires mean community and friendship.

That community includes people “Out in the country sitting on their tailgates, the surfers on the beach, the adventurers in the snow, the travelers in foreign lands, and tight knit friends and family coming together.”

“We’re drawn not just to the warmth and beauty of a bonfire, but also the shared laughter, stories, and music we find there.”

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Business Editor

Jennifer Huffman is the business editor and a general assignment reporter for the Napa Valley Register. I cover a wide variety of topics for the newspaper. I've been with the Register since 2005.