Coastal customers want apparel that looks good, feels good and suits the destination, with breathable fabrics, sun protection and easygoing styles.Whether it’s a name-drop T-shirt, a soft hoodie or a breezy swim shirt, coastal customers are drawn to apparel for a variety of reasons, from style to location recognition and performance.
Along the Gulf Coast in Rockport, Texas, Goin’ Coastal Outfitters has been growing its assortment of apparel and accessories to reflect both its coastal and Texas roots.
 Goin’ Coastal highlights laid-back, name-drop tees with coastal or Texas themes throughout its store’s displays.
Apparel vendors are also responding to retailers’ interests in customized T-shirt designs. Xplorer Maps debuted custom map-themed hooded sun shirts this year that Founder and President Greg Robitaille says have become a hit.
“Most sun shirts are just plain colors,” he notes. “Our map artwork is incredibly unique, detailed, colorful and fun. If you’re going to wear a sun shirt, we could give you something more fun, attractive and unique.”
Custom artwork is also an important value for Rebecca Fordham, president of Caloosa WaterWear. She says all of the company’s apparel designs are made by a professional graphic artist.
“All our artwork is watercolor,” she says. “With AI these days, people are looking for things to be made not by a computer but by real people. I think the homemade and more crafted look will continue to be popular, especially as the use of AI continues to increase.”
Fun in the sunMany customers stop in Lake Anna Outfitters just before they kayak, paddleboard or enjoy Lake Anna in Mineral, Virginia. Owner Chris McCotter says his store’s sun-protective apparel tends to move quickly, alongside anything with the Lake Anna, VA brand.
“Our UPF sun hoodies are one of our most popular options,” he says.
Anthony Sala, director of wholesale for Coolibar, says the company has recently launched its new Suntect line to provide affordable sun-protective apparel.
“These are sun essentials at a really great price — hats, short-sleeve tops and long-sleeve tops all at $25 and under,” he says.
Demand for sun shirts also prompted Robitaille to develop Xplorer Maps’ new sun-protection hoodies. “People want to protect their neck, and a hood gives more facial coverage,” he says. “There are a lot of sun shirts out there without hoods, but for people spending hours on the river or on the lake, they want a hood.”
Sun-protective apparel offers extra coverage that people are seeking, according to Fordham. Caloosa WaterWear’s quarter-zip shirt with a cadet collar is one of the company’s newest designs.
“People are wanting a bit more coverage,” she explains. “People realize the damage the sun can do to your skin. They want to take care and cover up.”
Seaside stylesNo matter the changing trends, some classic beach and nautical themes will always perform well on casual apparel in coastal regions. Lauren Kopal, owner of Navy Jane, says her classic lobster design sells on sweaters and handbags any day.
 Muted tones on apparel and bags at The Mustard Seed.
Kopal adds that she is looking into developing a new poncho and jean jacket featuring her signature lobster design.
Classic blue and white designs are also a mainstay on casual apparel in coastal retail. “Anytime we have a blue and white print, it sells,” says Sala of Coolibar.
Classic navy blue sweatshirts and tees are big sellers for The Mustard Seed in Manistique, Michigan, which sits right on Lake Michigan in the state’s Upper Peninsula.
Owner Bristol Snider adds that muted tones like sage green, mauvy pink and cement have also been popular on the UP name-drop sweatshirts and T-shirts this year.
Miller has also seen people shift to earth tones rather than bright, vibrant colors in Rockport.
“Colors like mellow yellow, chambray blue, light orchid, sage green and earthy neutrals have been especially popular,” she says. “Overall shoppers seem to be moving away from bright neon and toward colors that feel more timeless and easy to wear.”
Favorite feelsComfort is also a high priority with casual apparel. Gregory Gooden, vice president of sales and logistics at Simply Southern, says consumers are looking for comfortable, easy-to-wear apparel.
 Sun-protective apparel can be practical like hoodies from Xplorer Maps.
Breathable fabrics are also ideal for lake and coastal destinations.
“Comfort is everything, especially in the South Texas heat and humidity,” says Miller of Goin’ Coastal. “Most of our graphic T-shirts are printed on 100% cotton and many customers specifically seek out trusted favorites like Comfort Colors and Gildan Softstyle because they know how those shirts fit and feel.”
Made to lastWhen finding sweatshirts for The Mustard Seed, Snider says she always considers quality and durability.
“The price point for sweatshirts is higher than that of T-shirts, but the one thing I focus on with sweatshirts is quality,” she says. “If it’s a good quality, customers know it’s going to last and they are more willing to buy it as their once-a-year souvenir.”
 Sun-protective stylish sun dresses from Coolibar.
“Our focus is on versatile pieces that transition easily from everyday wear to weekend and vacation activities while maintaining the comfort and value our customers expect,” he explains.
Miller adds that more people ask about quality, fit and longevity when purchasing apparel. Offering moderate prices has also helped Goin’ Coastal to provide people with quality brands and unique designs that feel attainable, whether it’s a new beach tee or stylish shirt.
“We’ve definitely seen customers become more intentional with their purchases. They want pieces they’ll wear for years rather than just one season,” she says. “Fortunately, that’s always aligned with our philosophy. We’d rather sell someone one shirt they absolutely love than three they’ll never wear.” |
