Southern Tide Debuts brrr° Performance Collection in New Partnership

brrr° is excited to announce a major new partnership with Southern Tide, one of the largest coastal lifestyle brands.

Southern Tide is introducing a new line of cooling performance clothing for its Spring/Summer 2019 men’s collection.

The innovative line of apparel includes the men’s gulf short, polos and other sport shirts that will keep men dry, cool and comfortable on even the hottest days.

“Each season Southern Tide looks to provide its customers with the latest in style, fabrication and innovation,” said Southern Tide CEO Christopher Heyn. “brrr°’s pioneering innovation will better expand our performance wear offerings. We are excited to introduce this technology to our customers and expect big things from the partnership.”

brrr° creates a “Triple Chill Effect” by combining the powers of natural cooling minerals, active wicking and rapid drying to draw heat and moisture away from the skin.

The brrr° line will be available at Southern Tide signature stores and through wholesale partners beginning in late February, and it will also be showcased at

Additional Southern Tide clothing featuring brrr° will be available later this year.