Tommy Bahama is showing its love for the New York beaches.
The island-inspired brand is partnering with the New York State Office of Parks, Recreation and Historic Preservation to dress the Jones Beach Lifeguard Corps this summer.
The apparel brand will provide the official lifeguard uniforms, and its logo and marketing materials will be featured on the chairs, stands and lifeguard shacks.
The Long Island-area beaches open on June 25.
“Unlike Southern California or Hawaii, which are obvious choices, the New York beaches don’t ordinarily get attention from a brand like ours,” said Rob Goldberg, executive vice president of marketing for Tommy Bahama. “But they’re so beautiful and we think they’re an important part of our country.”
He said the uniforms were designed to “deliver comfort, style and most importantly, one more layer of protection against the sun.”
Under the terms of the deal, Tommy Bahama will provide 500 Jones Beach lifeguards with custom-designed uniforms made from fabrics containing a UPF 50+ rating for sun protection. The navy blue and yellow uniforms will include a long-sleeve rashguard and swim trunks made of technical fabrics, as well as long- and short-sleeve 100 percent Pima cotton T-shirts, all with a cobranded logo. This is the first time the official lifeguard uniform will offer sun protection and is also new for Tommy Bahama, Goldberg said.
He added that the lifeguards are encouraged to give the company feedback on the garments. “Consumers don’t wear trunks like these guys do,” he said. “So we want to hear what they have to say.”
The Jones Beach Lifeguard Corps oversees water safety at three major facilities on the Atlantic Ocean as well as two pools. It was established in 1929.
In addition to the uniforms, Tommy Bahama will sponsor the 38th annual volleyball tournament at Jones Beach on July 16 and 17. Goldberg said the beach volleyball game attracts more than 1,000 players.
The brand also will provide scholarships to support the Junior Lifeguard program, which provides training for adolescents seeking to become future lifeguards within the New York area.
In recognition of the initiative, Tommy Bahama will host a “Shop for a Cause” event at its New York flagship on Fifth Avenue and its store at the Walt Whitman Shops in Huntington Station on Long Island on June 24. That day, 20 percent of net sales will be donated to the Natural Heritage Trust, which benefits public programs for parks, recreation, cultural, land and water conservation and historic preservation purposes in New York state.
“This is a good public-private partnership,” Goldberg said.
“For many New Yorkers, summer is best enjoyed with surf, sun and a fun day at the beach,” said State Parks Commissioner Rose Harvey. “Not only does this new gear provide greater sun protection for our lifeguards, but the iconic Tommy Bahama brand also instills a summertime state of mind that’s long been an essential part of the Long Island beach experience.”
And also for the summer, Tommy Bahama will wrap the Hamptons Jitney starting on June 21.