SOUTHERN TIDE BUILDS RELATIONSHIP WITH BENEATH THE WAVES
Southern Tide is launching a new collection with non-profit marine conservation and research organization, Beneath the Waves. The new collection comes ahead of this year’s announcement by the UN as the start of the Decade of Ocean Science for Sustainable Development and marks the second year of Southern Tide as the official apparel partner for Beneath the Waves.
The goal of the partnership is to inspire conservation efforts in coastal communities through content development, immersive research activities, and a co-branded apparel collection launching on May 25th with a giveback component to support Beneath the Waves’ ongoing ocean conservation research.
Expanding upon the first Southern Tide x Beneath the Waves capsule collection, which launched last spring, the new collection will focus on performance wear, including a performance short-sleeve sport shirt and the brand’s classic women’s performance dress. Designed with a 4-way stretch, UV protection, and moisture-wicking technology, Southern Tide’s performance wear is made for those who enjoy life in the sun and on the water. The collection will also feature new women’s swim, and a subtle wave print runs throughout the collection, further highlighting the partnership and each brand’s dedication to preserving our oceans.
“We are so excited about the new collection, our continued partnership with Beneath the Waves and the opportunity to support their important research,” said Christopher Heyn, CEO of Southern Tide. “Southern Tide strives to have a positive impact on coastal and marine conservation, and we are proud to dedicate our efforts to an initiative that is at the core of our brand. When designing our co-branded collection, we wanted to develop products that not only appeal to the lifestyle of the dedicated Beneath the Waves crew as they set out on shark tagging expeditions, but also stays true to the craftsmanship and performance expected from the Southern Tide customer. The collection embodies the adventurous spirit of our customers and the mission of Dr. Austin Gallagher and the Beneath the Waves research team.”
Beneath the Waves is devoted to using science to protect the ocean, its most threatened species, such as sharks, and is working towards a shared global vision for 30 percent of our oceans protected by 2030. The organization has a three-pronged approach that focuses on marine protected areas, deep-sea conservation, and coastal sustainability. Its most recent research work, which was released in early 2021, includes the first-ever study of its kind showcasing how sharks utilize Bahamas marine protected areas as well as how human health habits resulted in heavy metals found in the muscles of sharks in the Caribbean.
“We deeply value our ongoing partnership with Southern Tide, especially during a time where ocean conservation is pivotal to our future,” added Dr. Austin Gallagher, CEO of Beneath the Waves. “What is even more exciting to us is that Southern Tide actively participates in our research and has supported the Bahamas and Caribbean initiatives to help protect threatened marine life vital to ocean conservation and sustainability.”
