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Southern Tide
Southern Tide
Southern Tide
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Southern Tide is an American apparel company founded in 2006 in Greenville, South Carolina, by Allen Stephenson. The brand is owned by Atlanta-based Oxford Industries.

Key Information

History

[edit]

According to Stephenson, the inspiration for Southern Tide came about during college, while studying abroad in Italy. During his senior year at The University of South Carolina, he presented his concept for Southern Tide for a speech class. Following his presentation, Stephenson remembers his professor encouraging him to pursue his idea and he immediately left college. After dropping out, he researched the construction of polo shirts. The finished product became the Southern Tide Skipjack Polo.[1]

Growth

[edit]

The company's rapid growth has been recognized by several business publications. In 2011, Forbes Magazine recognized Southern Tide in its annual list of "Americas Most Promising Companies", rating the firm at #27.[2] Also that same year, the company was ranked at #73 overall on the Inc. 500 list of "The Fastest Growing American Companies". The magazine further designated Southern Tide to be the 6th fastest growing company in the "products and services" category as well as the fastest growing apparel company.[3] As a trifecta, Southern Tide named the second fastest growing company in the state of South Carolina for 2011 by the Capital Corporation. The following two years (2012, 2013), Southern Tide made the South Carolina Fastest Growing Company list at No. 5.[4]

References

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Southern Tide

View on Grokipedia
from Grokipedia
Southern Tide is an American lifestyle apparel brand headquartered in , specializing in premium coastal-inspired clothing for men, women, and children. Founded in 2006 by Allen Stephenson, a Greenville native who drew inspiration from his coastal upbringing and a study abroad trip to Italy, the company embodies a "Southern state of mind" through its adventurous, relaxed aesthetic featuring the signature Skipjack fish logo on items like polos, shirts, and swimwear. The brand began modestly, with Stephenson launching operations from his bedroom and shipping its first Skipjack Polo in March 2007, quickly gaining traction among students and demographics for its high-quality, colorful designs. In 2011, Southern Tide ranked #27 on ' list of America's most promising companies; by 2013, it had ranked #5 among South Carolina's fastest-growing companies, reflecting rapid expansion through wholesale partnerships and channels. In April 2016, Oxford Industries acquired Southern Tide for $85 million, integrating it as a key subsidiary and leveraging the company's projected $35 million in annual sales at the time to bolster Oxford's portfolio of lifestyle brands. Under Oxford's ownership, Southern Tide has grown its retail presence significantly, operating 33 company-owned stores across the as of 2024—having achieved a 250 percent expansion in its physical footprint between 2022 and 2023—and continuing to open new locations, such as in , and , in 2025, while relocating its headquarters to the historic Borden Building in December 2024. The brand continues to emphasize sustainable practices and community ties, particularly in the Southeast, while maintaining its core focus on authentic, performance-driven apparel.

Founding and Early History

Founding by Allen Stephenson

Allen Stephenson, a native of Greenville, South Carolina, founded Southern Tide after drawing inspiration from a study abroad trip to Italy during his time as a student at the University of South Carolina. In the early 2000s, while immersed in the European fashion scene, Stephenson was captivated by the craftsmanship of designer polo shirts and the relaxed lifestyles and high-end fashion he observed in Italy, which inspired him to blend European quality with his Southern coastal upbringing in the apparel designs available in the American market. Motivated by this experience, Stephenson decided to leave his biology studies at the before completing his degree, opting instead to dedicate himself fully to launching a brand that captured authentic Southern essence. He returned to Greenville with a vision for apparel that blended European quality with coastal influences, prioritizing purpose-driven designs over generic mass-produced items. In 2006, Southern Tide was officially established in , as a apparel aimed at southern and coastal consumers seeking high-quality, meaningful . The company's early emphasis was on creating pieces that reflected genuine regional pride and durability, with the Skipjack Polo serving as its foundational product.

Development of the Skipjack Polo

Following his studies in , where he was exposed to high-end fashion, Allen Stephenson developed the Skipjack Polo as Southern Tide's flagship product upon returning to . This innovation built on traditional designs by incorporating a soft, breathable pique fabric blended with stretch for enhanced comfort and movement, along with a custom slim fit featuring a refined collar and two-button . Additional details included signature stripe taping inside the neck for durability, a tagless , and side vents, setting it apart from standard polos while emphasizing ease and longevity. Developed in 2006 as the brand's debut offering and first shipped in March 2007, the Skipjack Polo drew its name from the , a nod to Southern coastal heritage and evoking the agility and vibrancy of life by the . The design's nautical-inspired elements, such as subtle of the skipjack fish logo on the chest, reinforced this theme, making it versatile for casual Southern lifestyles from boat decks to everyday wear. Early production involved overcoming sourcing hurdles for the premium fabric and components, with the first shipment occurring in March 2007 from facilities outside due to local manufacturing limitations at the time. Despite these initial constraints, the quickly embodied Southern Tide's core philosophy of crafting authentic, coastal-inspired apparel that captures the relaxed yet refined essence of Southern living.

Products and Brand Philosophy

Apparel Offerings

Southern Tide's apparel offerings center on premium, coastal-inspired designed for casual and wear, targeting a demographic that includes young professionals, families, and outdoor enthusiasts. The core product lines encompass men's polos, shirts, shorts, and swimwear, which form the foundation of the brand's collection since its inception. These items emphasize breathable fabrics and relaxed fits suitable for warm-weather activities. The brand expanded from its initial focus on men's apparel in 2006 to include kids' lines by 2015 and a women's line in 2016, broadening its appeal to a -oriented . Women's offerings feature dresses, tops, and bottoms that mirror the men's aesthetic with feminine silhouettes, while kids' collections include shirts and accessories tailored for , ensuring cohesive family styling. This diversification allowed Southern Tide to position itself as a comprehensive . Accessory categories such as hats, belts, and bags complement the clothing lines, all incorporating , coastal themes like nautical motifs and soft color palettes to maintain consistency across demographics. As a premium , Southern Tide employs a pricing strategy that reflects its craftsmanship, with items typically ranging from $50 to $150, making it accessible yet upscale within the preppy apparel market.

Signature Designs and Coastal Aesthetic

Southern Tide's signature designs draw heavily from a coastal aesthetic rooted in southern maritime traditions, emphasizing nautical motifs that evoke the sea's enduring rhythm. Central to this philosophy is the incorporation of elements like details, as seen in embroidered badges on apparel that symbolize nautical resilience, and anchor-themed hardware on garments such as pants and belts, adding subtle seafaring touches. Tide-inspired patterns, including motifs and stripes, appear across collections to capture the fluidity and adventure of coastal life. The iconic Skipjack logo, a stylized representing Lowcountry heritage, exemplifies this aesthetic in its yet rugged application. The brand prioritizes high-quality, durable materials suited to coastal environments, blending premium Pima cotton for softness and with performance fabrics that offer moisture-wicking, quick-drying, and UPF protection properties. These choices ensure versatility for active lifestyles, from outings to casual outings, while maintaining a focus on craftsmanship that withstands sun, salt, and movement. is integrated through the selection of long-lasting textiles, aligning with the brand's commitment to authentic, purpose-driven wear. Over time, Southern Tide's aesthetic has evolved from its southern origins—sparked by founder Allen Stephenson's coastal upbringing in —to a more inclusive coastal that appeals to men, women, and children through diverse, versatile collections. Seasonal lines, such as the Fall 2025 collection blending southern charm with cool coastal tones in blues and peaches, reflect this progression by updating classic motifs for modern, everyday authenticity.

Growth and Milestones

Early Accolades and Expansion

In 2011, Southern Tide received significant national recognition for its rapid growth since its founding in 2006. The company ranked No. 27 on Forbes magazine's list of America's Most Promising Companies, highlighting its strong potential in the apparel sector. That same year, it placed No. 73 overall on Inc. magazine's 500 list of the fastest-growing private companies in the United States, based on percentage revenue growth from 2007 to 2010; within the consumer products category, it ranked No. 6, underscoring its leadership among apparel brands. Additionally, Southern Tide was named the second fastest-growing company in South Carolina by The Capital Corporation's annual list of the state's 25 fastest-growing companies. The company's momentum continued into the following years, with sustained state-level accolades. In both 2012 and 2013, Southern Tide ranked No. 5 on South Carolina's list of the 25 fastest-growing companies, marking it as the only firm to appear in the top five for three consecutive years; this recognition was based on a 592% three-year revenue growth, reaching $20.4 million in sales by . Southern Tide's expansion during this period was driven primarily by through wholesale partnerships, which broadened its distribution network to hundreds of retail doors across the by the mid-2010s. This strategy focused on selective collaborations with complementary retailers, emphasizing the brand's coastal lifestyle aesthetic without heavy reliance on direct retail outlets. By around 2016, these efforts contributed to projected annual sales of $35 million, reflecting the company's scaled operations in the competitive apparel market.

Retail Network Development

Southern Tide initially operated on a wholesale-only model, with its apparel distributed through more than 750 specialty retailers across the by 2013. This approach built a broad presence in department stores and independent shops, but starting in the late , the brand began transitioning to retail by launching company-operated signature stores to enhance and brand control. The first such store opened in downtown , in August 2016, marking a pivotal step in this expansion. Subsequent years saw accelerated growth in the retail footprint, with new signature stores opening in key southern and coastal markets. Notable locations include , where a store at Shelter Cove Harbour & Marina caters to the island's tourism-driven clientele with a focus on coastal lifestyle apparel. Similarly, the Greenville flagship continues to serve as a cornerstone, offering men's, women's, and children's collections in a setting that embodies the brand's southern heritage. By emphasizing community-oriented sites in high-traffic areas, these stores have helped Southern Tide foster deeper connections with local customers while supporting regional economic vibrancy. In 2025, new stores opened in , and , further expanding the network. As of September 2025, Southern Tide operates 36 company-owned stores, primarily in the southern and coastal , with strategic plans to open 8 to 10 new locations annually to sustain momentum. This expansion integrates seamlessly with the brand's platform at southerntide.com, which provides nationwide access to its full product range and features free shipping on orders over $100 via economy options, bridging physical and digital retail channels effectively.

Ownership and Operations

Acquisition by Oxford Industries

On April 20, 2016, Atlanta-based announced and completed its acquisition of , a lifestyle apparel brand, for $85 million in cash. This purchase integrated Southern Tide into Oxford's portfolio of established lifestyle brands, including and , enhancing the company's focus on premium, multi-channel apparel offerings with a coastal and casual aesthetic. The acquisition aligned with Oxford's strategy to expand its brand ecosystem by adding Southern Tide's growing presence in menswear and related categories, which had demonstrated strong pre-acquisition momentum through wholesale and direct-to-consumer channels. For the remaining 41 weeks of Oxford's fiscal , Southern Tide was projected to contribute approximately $35 million in sales and $7 million in operating income, excluding integration costs and non-cash adjustments, underscoring its immediate value to the acquirer's financial performance. The transition emphasized continuity in Southern Tide's operations, with CEO Christopher H. Heyn set to lead the brand under Oxford's oversight to support ongoing growth and brand development.

Current Headquarters and Scale

Southern Tide, as a wholly-owned subsidiary of Oxford Industries, maintains its in the historic Borden Building in . The relocation to this 24,500-square-foot renovated space, formerly an ice cream manufacturing plant, was completed and officially unveiled in December 2024, accommodating the brand's expanded operations and team. Under the leadership of CEO Carey Ann Campbell, who assumed the role in 2022, Southern Tide has prioritized physical retail expansion as a core growth strategy. This focus has driven a significant scaling of the brand's presence, with annual revenue of $122.7 million in fiscal —up from initial acquisition estimates—and operations spanning wholesale, retail, and channels. The brand's global distribution network includes availability in over 850 wholesale doors across more than 45 U.S. states, alongside 33 company-operated stores nationwide as of December 2024. Products are also sold through an integrated platform, supporting sales and enhancing accessibility for its coastal apparel. Southern Tide added 12 new locations in 2024 and continued its expansion in fiscal 2025.

Philanthropy and Partnerships

Marine Conservation Initiatives

Southern Tide established a partnership with the nonprofit organization Beneath the Waves in 2020, committing to fund marine research and conservation projects along the Atlantic coast. This collaboration supports scientific efforts to protect threatened ocean species, such as sharks, and aims to protect 30% of the world's oceans by 2030 through targeted initiatives. As part of the agreement, Southern Tide donates 5% of net sales from its Beneath the Waves apparel collection to advance these goals. In 2018, Southern Tide launched an exclusive apparel collection in partnership with OCEARCH, a organization focused on and education. The line featured conservation-themed prints inspired by , including t-shirts, shorts, a , and a performance sport shirt, with 10% of proceeds directed toward protection efforts. This initiative highlighted the brand's integration of environmental advocacy into its product designs. Southern Tide maintains an ongoing commitment to sustainable materials in its apparel, incorporating recycled fabrics such as and polyester derived from , alongside . These choices align with the brand's coastal identity by reducing environmental impact while preserving the quality expected in its , ocean-inspired clothing. Through these efforts, Southern Tide seeks to catalyze broader change by providing research grants to scientists and supporting awareness campaigns that educate coastal communities on . The partnerships emphasize immersive activities and content development to inspire actionable protection of marine ecosystems.

Community and Health Support Efforts

In 2020, amid the , Southern Tide launched a special "Healthcare Heroes" apparel collection, donating 100% of profits from sales—$15 per cap, $23 per short-sleeve tee, and $28 per long-sleeve tee—directly to the Hospital Association (SCHA) to support healthcare workers across the state. This initiative extended the brand's commitment to frontline health efforts, with the partnership renewed in 2021 to fund grants for hospital employees impacted by the crisis. Southern Tide has served as the multi-year "Official Style" sponsor of the tournament since 2018, enhancing event branding while contributing to the Heritage Classic Foundation's charitable programs. Through this role, the brand indirectly bolsters local initiatives in education and youth development, as the foundation awards college scholarships, supports early childhood programs, and funds youth leadership efforts like the M.A.G.I.C. Youth Leadership Program. In recent years, Southern Tide has continued its as the Official Lifestyle Apparel Sponsor for the DECC event in 2024 and 2025, supporting charitable causes through the tournament. Additionally, in 2025, the brand partnered with the of Greenville to launch a merchandise line benefiting community programs. The company maintains a policy of giving back to communities, particularly in the southern U.S., by supporting and programs aligned with its coastal ethos. This includes employee volunteerism and customer involvement in regional events, leveraging the brand's Greenville, South Carolina, headquarters to foster ties with local causes.

References

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