Southern Tide is staffing up.
The Greenville, S.C.-based division of Oxford Industries has brought Craig O’Brien on board as creative director and Jessica Zaro as director of women’s design.
O’Brien has spent more than 15 years at Vineyard Vines, most recently as vice president of men’s design where he developed broad brand development skills in the U.S. and internationally. He is also well versed in product development, sourcing and design, according to the company.
Zaro also has 14 years of experience in design, working at Lilly Pulitzer, another Oxford division, as well as Shoshanna and Tori Richard. She hopes to bring a sense of Southern style to the brand’s women’s collection by drawing on the architectural appeal of such destinations as Charleston and Savannah as well as the region’s love of color and appreciation for heritage.
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O’Brien said he believed “it’s an exciting time at Southern Tide as we build on our growth and translate the brand’s heritage into new experiences for our customers. For us that’s about embracing the experiential side of the lifestyle as we continue to evolve both men’s and women’s collections, and building genuine brand partnerships that signal the future.”
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Christopher Heyn, Southern Tide’s chief executive officer, added: “Southern Tide has maintained an authentic point of view throughout our growth and we are very proud of our accomplishments over the last few years. From solidifying key strategic partnerships to the appointment of our new designers, 2017 is the start of something great for us. In everything we do, we strive to maintain the brand’s DNA. Craig and Jessica have captured the essence of a brand’s DNA in their past positions. We are thrilled to now have them as part of the Southern Tide team.”
At the same time, Southern Tide is teaming with Ocearch, a nonprofit marine conservation and research group, to build awareness about the conservation and education of key marine species such as great white and tiger sharks. The association will use social media, the creation of a short film series and cross-promotional marketing efforts to promote that cause. In addition, the companies will collaborate on a co-branded capsule apparel and accessories collection to be sold online and with exclusive retail partners, while also engaging in on-ship expeditions to support Ocearch’s scientific research.
“This is a great opportunity for our brands to come together to not only make a difference in the world of marine biology and research, but also showcase an organic marketing partnership,” said Ocearch founding chairman and expedition leader Chris Fischer.
Southern Tide was founded in 2006 and is best known for its Skipjack Polo shirt. The brand is now carried in more than 850 specialty retailers and department stores in more than 45 states. It was purchased by Oxford Industries in April 2016 for $85 million.