Jack Daniel died in 1911, leaving behind the Old No. 7 whiskey. No one really knows why the number seven was used. Some say it was because Jack had seven girlfriends. What we do know is that they have amassed a cult following, largely due to their tipple, but also because of their philosophy: to "live freely". We stock a massive range of their merchandise, including T shirts, hats, sunglasses and more. If anything isn’t what you expect, you’re covered by our hassle free returns policy. We’ve got low prices and fast free shipping, so you’ll save big.