The Hunley Story
Holly Martinez — Founder of HUNLEY
brand rooted in Appalachian heritage and modern comfort. Born and raised in East
Tennessee, Holly carries forward the name of her great-grandmother, Belle Hunley, as a
tribute to family, tradition, and the enduring strength of Southern women.
A University of Tennessee alum with a background in Communications and Speech, Holly has always been anchored in connection—whether through storytelling, community outreach, or design. With HUNLEY, she blends her deep ties to the Appalachian mountains with a modern vision for timeless leisurewear. Each collection reflects the balance of rustic charm and elevated simplicity, designed for women who want both comfort and beauty in their everyday lives.
Beyond fashion, Holly is committed to giving back; HUNLEY partners with organizations in East Tennessee to support families, education, and local community needs. Holly lives in Knoxville with her husband, Mike, and their twins, Walker and Willow Mae. She draws daily inspiration from family, faith, and the landscapes that shaped her upbringing—proving that roots and purpose can grow into something both meaningful and enduring.