It was started somewhat recently by Mrs. Fontenot and her husband (who is forever forgiven for being a LSU grad) in the mountains of North Georgia, and has really caught fire since.
I'm tickled that I'm on there for last Friday, with my letter sweater that Marianna made for me a few years back. Every Friday during the season she picks out a person or two to showcase their tailgate style.
Also, give her Tumblr a look-see. I get all kinds of inspiration from the bits she finds all over the internet.