Prep style has always traced its roots to sporting and leisure activities. For New Englanders, that has meant inspiration from equestrians, polo, sailing, crew rowing, tennis, and rugby, among other activities. Naturally, in the South, prep has evolved to reflect the specificities of our locale and culture.
That evolution of Southern prep is on full display at Southern Tide’s new signature store on the corner of East North and North Main streets in downtown Greenville. The new storefront joins the brand’s dedicated retail space on Kiawah Island. However, the Greenville location has the added bene t of being down the road from Southern Tide’s headquarters.
Game Day Prep // With an array of tailored shirts, pullovers, down filets, and more, Southern Tide’s new downtown signature store offers plenty for the active Southern gentleman (and woman, with its new line of women’s clothing).
“We’ve been waiting for the right time to open a store in Greenville,” says Southern Tide CEO Christopher Heyn. “Our goal for the Southern Tide Greenville signature store is to create an engaging retail environment that presents the Southern Tide lifestyle to our passionate customers while also introducing our brand to new customers. Since we’re based in Greenville, we see this store as a great opportunity to explore new products and customized local products for the Upstate region.
To that end, the downtown store maintains Southern Tid’es coastal aesthetic—white, built-in cubbies and natural hardwoods elicit the airy, relaxed atmosphere of oceanfront homes or pleasure yachts. Against this neutral background, Southern Tide’s vibrant palette pops in nautical stripes, bright plaids, and timeless ginghams in both the men’s and newly launched women’s lines. Of particular note is the emphasis on technical fabrics fashioned in classic silhouettes. Fishing shirts, down filets, polos— even the classic navy blazer—get the performance treatment that enables living the coastal lifestyle from which Southern Tide finds inspiration.
Southern prep continues to evolve, Heyn sees the Greenville store playing a key role in the brand’s creative direction. “Our hometown is a great place for us to do research and development, try new design ideas, and really showcase the breadth and spirit of the brand.”