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What is Southerndoe?

Southerndoe is a Florida based lifestyle brand made for women and girls of all ages who love the outdoors and adventure. Our mission is to encourage our customers that strength is true beauty by creating products that promote confidence through comfort. 

Southerndoe was launched in 2014 by Tampa Bay Native Kristen Ostow and has since grown to a lifestyle brand carried in retail stores nationwide! Women and girls across the country now proudly call themselves "Southerndoe" and wear our clothing while fishing, jeeping, hunting, camping, shooting, horseback riding, road-tripping, working out and as comfortable every-day wear.

Our Dirt Road Story:

While riding shot gun in my husband's Jeep, I realized that I always wore his old t-shirts when we were outside. Now, don’t get me wrong, some days there’s nothing better than putting on your college sweetheart’s old fraternity tee! But other days, I wanted to wear something that was just for me. Something that was comfortable and made me feel pretty at the same time. When I brought this up to my husband, he encouraged me to make my own.

So I went home that night and began working on our first design: Keep Your Soul Clean And Your Boots Dirty!®

Knowing that there may be other Southerndoe out there, I decided to purchase more than one t-shirt and place them for sell online. We did a small photo shoot on family land so that I would have photos for our new website. On New Year’s Eve 2014, I launched and put my new favorite tees for sale. When I woke up the next morning, we had completely sold out!

Our Lovely CustomersTwo weeks later, I received a phone call from the Manager of Russell’s Western Wear, a local Tampa Bay Retailer asking to carry Southerndoe in their Women’s Department. (A big thank you to Manager Kyle Kalwary!) Now I really needed more tees! Within a couple weeks, Southerndoe debuted on the racks and I watched customers pick out their new favorite t-shirt to take home with them. It was a moment I will truly never forget! As Spring turned into Summer, we picked up 30 more Retailers and created even more tees. Our home garage became filled with new product and UPS became our best friend.

With the help of our amazing retailers and our sweet customers, our brand continued to blossom through the end of our first year. Southerndoe shelving began taking over our little home. After celebrating our first birthday we decided it was time to open our very own Studio and hire on a team of incredible women.

Our Sweet Customers

Since then, we have celebrated more incredible milestones! We found out we would be welcoming a new little doe to the squad. We developed a beautiful friendship with the team at Bealls Department Stores and launched Southerndoe in their retail locations across the state of Florida. And we welcomed even more talented women to our team. 

We have watched Southerndoe grow from a dirt road idea, to a coral tshirt with a little deer tag, to a lifestyle brand carried in hundreds of retailers across this beautiful country. Nothing warms my heart more than seeing the tagged photos on social media of girls proudly wearing Southerndoe or receiving emails of how Southerndoe inspires them. We are so very grateful for all of you!

Thank you for helping us grow and continuing to inspire us daily. 

Big hug, Kristen

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