Southern Tide is an American apparel company founded in 2006 in Greenville, South Carolina, by Allen Stephenson. Southern Tide manufactures and markets classically styled clothing, footwear, and accessories for men, women and children. The brand is owned by Atlanta-based Oxford Industries. One of the company's signature lines is their Skipjack Polo Shirt.
History
According to Stephenson, the inspiration for Southern Tide came about during college, while studying abroad in Italy. The clean lines and craftsmanship of Italian architecture, automobiles, and fashion stuck with Stephenson upon his return to the U.S. During his senior year at The University of South Carolina, he presented his concept for Southern Tide for a speech class, complete with sketches, his plan to work with stores, and his vision for a high-quality classic clothing company. Following his presentation, Stephenson remembers his professor encouraging him to pursue his idea, asking, "What are you doing sitting in my business introductory speech class?". That night, he packed up his dorm room and drove home to Greenville, South Carolina. After dropping out of college, he spent months researching the construction of polo shirts from around the world. The finished product became the Southern Tide Skipjack Polo, identified by the company's embroidered Skipjack emblem on the chest.
Products
Southern Tide specializes in apparel and accessories to style men, women and children in a classic manner. and attention to detail. In 2016, the brand expanded its women's collection twice. Southern Tide has also produced collaborative products through partnerships with WestPoint Home, YETI Coolers, and Smathers and Branson.
Collegiate
Available in a wide range of school colors, the original polo shirts quickly built a following among college students at tailgate events across the Southeast. In 2008, the company launched its College Ambassador Program, an experiential marketing campaign at a handful of schools throughout the region. The program introduced college students to the company while providing the student ambassadors with real world experience and the opportunity to learn from a growing apparel company. Since 2008, the program has expanded to more and more college campuses each year, and today features 385 ambassadors at over 300 college campuses throughout the United States. The ambassador program conducts interviews twice a year leading up to the core semesters. Entry to the program requires being at least a sophomore. In 2011, Southern Tide obtained the rights to offer official NCAA gear launched for its Collegiate Including 96 American colleges and universities.
Growth
The company's rapid growth has been recognized by several leading business publications. In 2011, Forbes Magazine recognized Southern Tide in its annual list of "Americas Most Promising Companies", rating the firm at #27. 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. 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, Southern Tide made the South Carolina Fastest Growing Company list at No. 5. The 2010 Customer Service Award Southern Tide landed at New York Men's Apparel Market was to put test enabling them to receive such accolades.
Locations
Southern Tide evolved from an internet brand that was also available through a network of specialty retail partners to a company with a retail location of its own at Freshfields Village on Kiawah Island, South Carolina in May of 2015. June 2016 Southern Tide expanded to the Midwest with the opening of its second signature store in Naperville, Illinois. Shortly thereafter, Southern Tide announced the opening of a third signature store in the brand's hometown of Greenville, S.C. in August 2016. One year later, Southern Tide announced further expansion with the addition of three new signature stores to open in North Carolina; Raleigh and Asheville Which opened by summer, and Wilmington in fall 2017. As of 2020 Southern Tide is available in more than 850 specialty retailers and premium department stores in 45 states, Bermuda, and the Virgin Islands.
