Business Insider: Southern Tide brrr° Shirts Are ‘Perfect’

Professional men face a dilemma when temperatures soar: wear something formal and be sweaty and uncomfortable, or go for casual comfort that doesn’t project a polished image.

The two shouldn’t be mutually exclusive.

Dress shirts are getting a promotion with a new line of Southern Tide Intercoastal Performance Shirts that feature brrr° natural cooling minerals, active wicking and rapid drying.

Those technologies work together to create a “Triple Chill Effect” that instantly and continuously draws heat and moisture away from the skin to keep men cooler, comfortable and more confident at work.

Southern Tide Men’s Marsh Plaid Intercoastal Performance Shirt Light Green and White

Business Insider’s Danny Bakst recently ranked the Southern Tide brrr° shirts among the best tried-and-tested performance dress shirts that will help men beat the summer heat.

“I tested this shirt on one of the first warm days of the year, and beyond reducing sweat, the fabric really helped keep me cool throughout the day,” Bakst wrote. “The shirt is exceptionally stretchy, and is perfect for the transition from the office to happy hour.”

The Southern Tide shirts are a great choice for business casual settings, and they elevate Southern Tide’s reputation as a maturing brand that provides clothing for men that spans everything from weekend activities such as backyard barbecues to professional office settings, Bakst said.

Previously, men were resigned to several months of “yellow armpit stains, uncomfortably damp backs, and musty commutes,” Business Insider said. Now, performance cooling shirts marry functionality and comfort with a professional look.

“In the past, the only solution to this problem was having back-up undershirts hidden under your desk and a few spare deodorants in your file cabinet,” Bakst wrote. “But in a stroke of genius, many brands have utilized the fabrics and materials designed to wick away sweat in athletic gear and applied it to clothing more appropriate for a work setting.”

That pretty much nails it, Bakst. It’s exactly what we did with the Southern Tide Intercoastal Performance Shirts, as well as the polos and cotton/polyester blend weekend shorts.

Learn more about how brrr°’s Triple Chill Effect technology can improve the fabrics you wear at work and at play. You can reach us here.