A selection of the T-shirts from the Shark Week capsule.

Vineyard Vines is strengthening its commitment to the ocean by teaming with the Discovery Channel for its annual Shark Week event.

The Connecticut-based brand will create a special shark-focused line of apparel, accessories and gear for men, women and children. It will include a camouflage-printed women’s bikini and men’s board short, and a portion of the proceeds from those products will be donated to Oceana, an organization that works to protect the world’s oceans.

The collection, which will also celebrate the 20th anniversary of Vineyard Vines and the 30th anniversary of Shark Week, will launch online at Vineyard Vines web site and in select stores on May 30.

Shark Week will air on Discovery Channel from July 22-29.

“We started our company on Martha’s Vineyard inspired by living the good life, which to us means being out on the water,” said Shep Murray, co-chief executive officer and cofounder of Vineyard Vines. “We’ve been fascinated by sharks for as long as we can remember and appreciate the importance of their place in the ocean. The opportunity to partner with Shark Week was a no brainer for us and to be able to support a trusted organization, like Oceana.”

His brother Ian Murray, co-ceo and cofounder, added: “We grew up on the water and our father taught us how to love and respect the ocean. We have been catch-and-release fishermen our entire lives, and the ocean became a staple of our summer, lifestyle and, subsequently, the inspiration for Vineyard Vines. Saltwater is in the DNA of our brand and we want everyone to be able to enjoy the ocean forever.”

Leigh Anne Brodsky, executive vice president of Discovery Global Enterprises for Discovery Inc., said the partnership is expected to “make a wonderful addition to Shark Week’s merchandising program. Together, we can give Shark Week superfans the opportunity to support ocean conservation while celebrating this amazing week.”

Vineyard Vines will host an in-store event at its Westfield Century City location in California on June 12 where attendees will receive 10 percent off purchases and Vineyard Vines will donate 10 percent to Oceana. 

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