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Within the coming years, Mr. Stillwell added, Delta Attire plans to open as many as 20 new Salt Life shops throughout the nation, in Georgia, Texas, California and different states.
A Model Grows in Florida
The shop in Lengthy Department, like Salt Life’s different shops (most of that are in Florida), is designed to evoke the model’s leisurely, sunbaked aesthetic. Stacks of neatly folded shirts are organized on surfboards, and coconut-shaped candles are displayed inside a fishing cooler. Tank tops that learn “Salt Life Reel Escape” grasp on a rack propped up by harpoon weapons.
David Pachanian, 65, from Marlboro, N.J., purchased a black sweatshirt that he placed on simply after leaving the shop. “It feels good for the seaside,” stated Mr. Pachanian, a supervisor at a catering firm.
Together with Salt Life’s progress there have been darkish intervals, too. In February, a couple of decade after Delta Attire paid $37 million to acquire the brand from its original owners in 2013, considered one of Salt Life’s former house owners, Michael Hutto, pleaded guilty to manslaughter after shooting and killing his girlfriend in October 2020.
Later that October, Delta Attire issued a press release that learn, partially: “Salt Life sends their utmost sympathies to the household and associates of the deceased.” The assertion additionally stated that Mr. Hutto had not been concerned with the model since its acquisition. (Mr. Hutto, after pleading responsible, was sentenced to 12 years in jail.)
Jason Motes, 51, knowledgeable surfer and surf coach in Jacksonville, turned an envoy for Salt Life quickly after it was based in 2003. He stated that the model has come a good distance since its early days, when Mr. Hutto, his childhood pal, would go out T-shirts at events.
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