Southern Tide Teams Up With Rheos To Launch New Eyewear Collection

GREENVILLE, S.C., May 17, 2021 /PRNewswire/ -- Premier lifestyle and apparel brand Southern Tide announces  a new partnership with Rheos Nautical Eyewear, the leader in floating sunglasses. With styles  designed for days on the water and other sun-soaked activities, the partnership marks the launch of  Southern Tide's first eyewear collection. The like-minded South Carolina brands both share a  passion for the coastal lifestyle, coupled with a heritage and design aesthetic inspired by  wearability from sand to water. The Rheos x Southern Tide Signature Series, which pairs the best of  each brand, is slated for release on May 16, 2021.

Christopher Heyn, CEO of Southern Tide shares, "Our partnership with Rheos combines both technology and style – perfect for those who come to Southern Tide seeking clothing and accessories that fit into their active lifestyle. The Rheos x Southern Tide Signature Series celebrates just that, with durable, lightweight material and floatability that caters to those who enjoy life on  and near the water. We look forward to furthering our offerings and connecting with both the  Rheos and Southern Tide audiences in a new and different way."

The partnership – which unites both an established and emerging brand – brings together a  collection fueled by adventuresome spirits while utilizing each brand's expertise. It looks to bridge  the gap between style and functionality by the water. Southern Tide has carefully applied some of  Rheos' most notable features, such as a floatable frame, while adding their signature touch with  new colorways that include Boat Blue, Sandbar, and Black Tortoise – along with Rheos' core Matte  Tortoise and Gunmetal Gray. Made for everyone from water adventurers to beachgoing leisure  lovers, the Rheos x Southern Tide collaboration offers men's, women's, and unisex floatable  silhouettes. The collection was designed for ultimate comfort with 100% UV protection and  polarized Nylon Optic anti-scratch lenses, with prices starting at $78.  

"We're thrilled to finally announce this partnership after months of design, preparation, and  behind-the-scenes team effort," said Jake Berton, co-founder and CEO of Rheos Nautical Eyewear. "For our first brand collaboration to be with such an esteemed company, and one that shares our  core values as a small and growing family-owned business, is truly a dream." 

Like all Rheos eyewear, the new styles are built for adventure and life spent on and around the  water. Each frame is made from a featherlight material to ensure floatability if dropped in the  water, as well as with reinforced hinges built to withstand three times the force of standard  sunglass hinges. All sunglasses boast Rheos' signature Nylon Optics, which have been tested by a  third-party lab to offer clarity superior to glass lenses while providing greater impact resistance  and comfort.

The collection will be available on both companies' websites at www.southerntide.com and  www.rheosgear.com, as well as Southern Tide stores and select retailers.   

About Rheos Nautical Eyewear
Founded by a husband-and-wife team out of Charleston, S.C., Rheos Nautical Eyewear designs  sunglasses using featherlight floating frame material and signature Nylon Optic lenses. Since selling  out the first two floating styles in 2016, Rheos has evolved into a collection of high-performance  and stylish eyewear built for the water. Every detail of their selection of shades was designed for  water activities, addressing the needs of kayakers, boaters, beachgoers and other water-loving  sportsmen and women. Rheos is available for purchase in affiliated stores, as well as online at  www.rheosgear.com.

About Southern Tide
Founded in 2006, Southern Tide is a Greenville, S.C.-based lifestyle apparel brand that boasts exceptional craftsmanship and classic design. Innovative, yet timeless in its youthful style, Southern Tide offers an array of apparel and accessory products for men, women, and kids that deliver their authentic lifestyle through quality, experience, and service. Southern Tide is available for purchase in Southern Tide's company owned stores, Southern Tide Signature Stores and online at www.southerntide.com. Products can also be found in more than 850 specialty retailers, and premium department stores across the United States. Southern Tide is a wholly-owned subsidiary of Oxford Industries (NYSE: OXM).

SOURCE Southern Tide