Lifestyle and apparel brand Southern Tide announced a partnership with Rheos Nautical Eyewear. 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.
“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,” Christopher Heyn, CEO of Southern Tide, said. “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. 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
“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.
