Southern Tide is showing its patriotic side.
The South Carolina-based division of Oxford Industries has formed a corporate partnership with Folds of Honor, a nonprofit group that provides educational scholarships to spouses and children of America’s fallen and disabled service members.
It centers around the brand’s summer collection, Freedom Rocks, which is a line of patriotic merchandise for both men and women that ranges from graphic tops and seersucker shirts to T-shirts and swimwear. The collection and the initiative launch today.
Under the terms of the deal, Southern Tide will make a corporate donation to Folds of Honor and a matching program will be offered for employees. The brand will also include a social media campaign promoting the organization and its retail customers will display signs in their stores explaining the partnership.
Christopher Heyn, chief executive officer of Southern Tide, said the group “works tirelessly to do meaningful things for military families in need. Folds of Honor has long been on our radar for the amazing work that they do, and we are so proud to join their roster of prestigious partners.”
Folds of Honor, which was founded in 2007, has provided nearly 13,000 scholarships as of fall 2016.
Earlier, Southern Tide partnered with OCEARCH, a nonprofit marine conservation and research group, to build awareness about the conservation and education of marine species, specifically great white and tiger sharks.