Lifestyle brand teams with Discovery to launch apparel for annual TV event.
The lifestyle brand born on Martha’s Vineyard – vineyard vines – is partnering with Discovery Channel’s annual TV event, Shark Week.
Influenced by the brand’s founding passion for the ocean, vineyard vines will partner with the popular shark-focused franchise, creating a line of exclusive summer product including clothing, performance gear and accessories for men, women and children.
A portion of the proceeds from the unique camouflage printed women’s bikini and men’s board short will be donated to Oceana, an organisation dedicated to protecting the world’s oceans.
Celebrating the 20th anniversary of vineyard vines and the 30th anniversary of Shark Week, the special collection will launch online at vineyardvines.com and in select vineyard vines stores on May 30.
The launch will lead up to the summer’s week-long event of shark programming, which will air on Discovery Channel from July 22 to July 29.
“We started our company on Martha’s Vineyard inspired by living the ‘Good Life’, which to us means being out on the water. We’ve been fascinated by sharks for as long as we can remember and appreciate the importance of their place in the ocean,” said Shep Murray, vineyard vines ceo and co-founder.
“The opportunity to partner with Shark Week was a no brainer for us and to be able to support a trusted organization, like Oceana, is definitely an ‘Every Day Should Feel This Good’ moment for our brand.”
Leigh Anne Brodsky, evp at Discovery Global Enterprises, added: “Discovery Consumer Products is thrilled to be partnering with vineyard vines in celebration of Shark Week’s 30th anniversary. vineyard vines’ apparel and accessories are a summer staple in the US and make a wonderful addition to Shark Week’s merchandising programme.
“Together, we can give Shark Week superfans the opportunity to support ocean conservation while celebrating this amazing week.”
To further support the partnership, vineyard vines will be hosting a special in-store event at its Westfield Century City location in LA on June 12.
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