Starfish Award Winner: Sunshine State Goods & Apparel

Florida-based store and brand is helping fellow Floridians.

Building a brand that gives back

“Sunshine State Stronger” is the message Chelsea McMillan wants Floridians to embrace. And the vibe flows far beyond state borders, with her mission-focused apparel company Sunshine State Goods & Apparel in the Gulf town of Clearwater, Florida, promoting community support and fundraising for relief efforts across the country.


A full 100% of the proceeds from the Flamingo Strong item sales benefit the American Red Cross.

“We all want to help — you can feel so powerless when a disaster like Hurricane Ian occurs, so we found a way others can help, too,” McMillan says of the shop’s Flamingo Strong fundraiser. All of the proceeds from the sale of T-shirts, tanks, hoodies and mugs bearing the logo benefit the American Red Cross.


“We are all about community support, and this brand is about the people who wear items that represent the Sunshine State,” says McMillan. “It’s about what unites us as people who love Florida; we get orders from people all over the world.”


Hometown headquarters

McMillan was born and raised in Clearwater, and after launching the brand as a wholesaler with some shirts for sale on Facebook, she eventually opened the flagship store in her hometown.


Sunshine State products are sold in other stores like REI, and McMillan has hosted pop-up shops, too. The expanding brand can do more good with more exposure. Proceeds from every purchase benefit the Florida Wildlife Corridor Foundation, which strives to connect, protect and restore natural undeveloped private and public land.


“The people buying our products are buying to donate because they want to help and feel a part of the mission.” — Chelsea McMillan




Making waves of good

With previous fundraisers, Sunshine State raised more than $3,000 for Habitat for Humanity in the wake of Hurricane Irma in 2017, and McMillan partnered with the St. Petersburg-based nonprofit Sol Relief to provide supplies in the Bahamas following Hurricane Dorian in 2019. Sunshine State’s mission has even captured attention from influencers including Spanx CEO Sara Blakely and supermodel Christy Turlington, who have posted social media accolades for the brand.


“I’m very proud of developing a brand that stands for something more than the material item in front of you,” McMillan says. “The people buying our products are buying to donate because they want to help and feel a part of the mission.”



Starfish Awards recognize companies in our industry that are making a difference through charitable donations and efforts. Know of a company that is deserving of an award? Submit a nomination at www.seasideretailer.com/starfish-award