In the years to come, Mr. Stillwell, Delta Apparel plans to open as many as 20 new Salt Life stores across the country in Georgia, Texas, California and other states.
A brand is growing in Florida
The Long Branch store, like Salt Life’s other stores (most of which are located in Florida), is designed to evoke the brand’s relaxed, sun-kissed aesthetic. Stacks of neatly folded shirts are arranged on surfboards and coconut-shaped candles are displayed in a fisherman’s cooler. Tank tops reading “Salt Life Reel Escape” hang from a rack supported by harpoon guns.
David Pachanian, 65, of Marlboro, NJ, bought a black sweatshirt that he put on shortly after leaving the store. “It feels good for the beach,” said Mr. Pachanian, a manager at a catering company.
Along with the growth of Salt Life, there have also been dark periods. In February, about a decade after Delta Apparel paid $37 million to acquire the brand from its original owners in 2013, one of Salt Life’s former owners, Michael Hutto, pleaded guilty to manslaughter after he killed his girlfriend in October 2020. shot and killed.
Later in October, Delta Apparel issued a statement that read in part: “Salt Life extends their deepest condolences to the family and friends of the deceased.” The statement also stated that Mr. Hutto had not been involved with the brand since the takeover. (Mr Hutto, after pleading guilty, was sentenced to 12 years in prison.)
Jason Motes, 51, a professional surfer and surf coach in Jacksonville, became a Salt Life ambassador shortly after its founding in 2003. He said the brand has come a long way from the early days, when Mr. friend, would hand out T-shirts at parties.
