Stilwell added that Delta Apparel plans to open about 20 new Salt Life stores across the country in the next few years, including in Georgia, Texas, California and other states.
Growing brands in Florida
The Long Branch store, like Salt Life’s other stores (mostly located in Florida), is designed to evoke the brand’s laid-back, sun-kissed aesthetic. The surfboards are piled with neatly folded shirts, and the fishing cooler is decorated with coconut-shaped candles. A tank top reading “Salt Life Reel Escape” hangs on a rack supported by a harpoon gun.
David Pachanian, 65, of Marlborough, New Jersey, bought a black sweatshirt and put it on immediately after leaving the store. “The beach feels good,” said Pachanian, manager of a catering company.
Along with Salt Life’s growth, there were darker times.February, about 10 years after payment by Delta Apparel spent $37 million to buy the brand from its original owner in 2013Michael Hutt, one of Salt Life’s former owners, He pleaded guilty to manslaughter after shooting his girlfriend In October 2020.
In late October of that year, Delta Apparel issued a statement, part of which read, “Salt Life Corporation extends its deepest condolences to the family and friends of the deceased.” The statement also said Hutt had no involvement with the brand since the acquisition. (Hatt was sentenced to 12 years in prison after pleading guilty.)
Jacksonville professional surfer and surfing coach Jason Moates, 51, became an ambassador for Salt Life shortly after its founding in 2003. He said the brand has come a long way since Mr. Hatto’s early childhood days. A friend was handing out T-shirts at a party.
