"Making a powerful visual statement is at the heart of everything we do."SM Custom Chenille Embroidery, Inc.'s ("CCE") mission is to provide our Customers with the ultimate in fashion and design through our unique chenille decoration. Attention to detail, innovation and commitment to quality by our designers, artists, and craftsmen result in unique products that say "pride".

CCE's roots are traced to 1969 when we became a division of the original National Cheerleader Supply Company founded by Herkie Herkimer. We first used the name Custom Chenille Embroidery in 1984 and incorporated in 1992.

During the early years, we primarily made emblems and decorations for cheerleading, drill team, and pep club uniforms. In 1984, we displayed at our first trade show and began selling wholesale to sporting goods stores that sold primarily to schools.

During the late 1980's, we provided decoration for licensed jackets for NFL, NBA, NHL, and college teams. In the late 1980's, we began to sell upscale decoration to the Advertising/Specialty industry. In 1991, we began to provide the National Finals Rodeo with decoration for jackets provided to both contestants and fans leading to our RwP Rodeo brand.

In the early 2000's, CCE provided upscale patches to gotprideUSATM which is a licensee for Texas Music Education Association ("TMEA") patches. After CCE's acquisition of gotprideUSATM, we now show annually at the TMEA convention in San Antonio under our gotprideUSATM brand.

In 2005, CCE became serious about providing both chenille and letter jackets directly to the high school market. In 2014, CCE acquired the assets of SSR which significantly increased CCE's presence in the letter jacket market. SSR's tagline of "Your Letter Jacket SpecialistTM" reflects CCE's decoration expertise, the quality of the company's jackets, and the service provided by the premier sales team in the industry.

CCE has more capacity of both chenille and traditional embroidery than any firm in the U.S. Our Dallas, Texas plant features state of the art chenille and traditional embroidery equipment. Our internal Design and Art departments allow our Customers to translate concepts to powerful visual statements. The depth, dimension and texture of chenille (the fuzzy, looped embroidery that uses yarn instead of thread) results in a unique decoration, especially for wool and leather jackets. CCE has provided decoration for jackets worn by entertainers, politicians, professional athletes and their fans along with an incredible number of high school students who have lettered in sports, fine arts and academics.