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Fred Scott’s apparel business has a new name, a new brand and a new partner.

In December, Scott and Kelsey Byus resigned their positions with Hubbell Realty Co. and Polo Ralph Lauren Corp., respectively, to form Locally Grown Clothing Co. LLC, a grass-roots company that promotes messages related to sustainability and locally grown produce.

Scott, 38, has trademarked the phrase Locally Grown and the word “locavore,” which he said refers to a person who eats locally grown food, and the partners are moving ahead with an aggressive business plan.

In the past four months, after raising start-up capital from friends and family members last fall, Scott and Byus designed a product line of clothing and accessories, manufactured it and constructed a website.

On May 15, they set up shop for the first time this year at the Downtown Farmers Market, where they will spend 12 Saturdays this summer peddling shirts, hats, tote bags and other accessories that display phrases such as “Urban Farmer,” “Certified Organic,” “Grass Fed” and “Local Baby Local.”

“We saw a really big opportunity to expand the line and bring other messages that are important to us,” Scott said. “We had that intellectual property behind us before we started building the business model,” which includes a retail and wholesale component, as well as national franchise opportunities.

In addition to selling directly to consumers online and at the farmers market, Scott said Locally Grown products landed last week on the shelves of retailers such as Back Country Outfitters, Active Endeavors, Gateway Market and Campbell’s Nutrition.

A Portland, Ore., company that prints with water-based earth-friendly inks is handling orders for Locally Grown products, said Byus, 40, who for the past 10 years managed the wholesale distribution of Ralph Lauren’s line of men’s clothing in the Midwest and Canada.

A rooster serves as the company’s logo, which Scott said represents the Midwestern values of honesty, pride, courage and vigilance that he and Byus stand for.

Scott said Locally Grown Clothing donates 1 percent of its sales revenues to Food Democracy Now!, an advocacy group for sustainable agriculture and family farms.