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John Rich has a new business venture. 

The country star has developed a product line under the name "Redneck Riviera."  He says while the term typically references the Gulf Coast, he's found it's "not just a place" but "a state of mind" that's found all across America.  The singer adds that his goal is to "make sure this product lives up to the lifestyle." 

The "Redneck Riviera" line includes t-shirts, tank tops, and caps for men and women along with accessories such as koozies and decals.  A kids' line is in the works. 

Rich officially launched "Redneck Riviera" in Panama City Beach, Florida on Tuesday.  More information is available at

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