GREENVILLE, S.C., Feb. 22, 2017 /PRNewswire/ -- Lifestyle apparel brand Southern Tide continues to evolve and expand their reach with the announcement of two new key hires: Craig O'Brien as Creative Director, and Jessica Zaro as Director of Women's Design.
O'Brien joins Southern Tide after 15 years at Vineyard Vines, most recently as Vice President of Men's Design. O'Brien has extensive U.S. and international experience in brand development. He is extremely passionate about growing small to mid-size brands and is skilled in all facets of product development, sourcing and design.
Jessica Zaro comes to Southern Tide with 14 years experience in the design and retail space. After previous design positions with Lilly Pulitzer, Shoshanna and Tori Richard, Zaro is excited to bring her design expertise and aesthetic to the Southern Tide brand and the evolving women's collection. Zaro looks to bring a sense of effortless southern style to the market space. She is heavily motivated by the brand's adoration of the South and the architectural appeal of destinations like Charleston and Savannah. The many things that embody a Southern lady inspire her: a love of color, an appreciation for heritage, and a strong sense of style, combined with charisma and charm.
With a goal of seeing the brand through the eyes of the customer, the design team is focused on how the customer lives. Operating with the mantra, "built with a purpose," every design is made with the intention of connecting to the customer and the experiences they have through functional and great looking products.
Says O'Brien, "It's an exciting time at Southern Tide as we build on our growth and translate the brand's heritage into new experiences for our customers. For us that's about embracing the experiential side of the lifestyle as we continue to evolve both men's and women's collections, and building genuine brand partnerships that signal the future."
Southern Tide CEO, Christopher Heyn, goes on to say, "Southern Tide has maintained an authentic point of view throughout our growth and we are very proud of our accomplishments over the last few years. From solidifying key strategic partnerships to the appointment of our new designers, 2017 is the start of something great for us. In everything we do, we strive to maintain the brand's DNA. Craig and Jessica have captured the essence of a brand's DNA in their past positions. We are thrilled to now have them as part of the Southern Tide team. This latest announcement underscores and propels the continued growth of Southern Tide as a market leader. Now more than ever, Southern Tide is looking to make its mark on the fashion and apparel world."
For more information please visit SouthernTide.com.
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SOURCE Southern Tide