Forbes “Most Promising Companies in America” list of 100 companies. Today Southern Tide products are distributed in over 500 stores nationwide, and in Puerto Rico and the Virgin Islands, as well as on the company’s website at www.southerntide. com. But Stephenson said that Southern Tide currently focuses its distribution through men’s specialty stores rather than department stores. “The way our stuff is sold is more of a traditional Southern gentleman way of doing business, if you will,” he said. “We cater to the type of store where people know your name and your size – the kind of store that your dad used to shop at.” Dianne Stephenson, Allen’s mother and partner, was a key supporter of her son’s endeavor, and has been a very active part of the company since the beginning. Stephenson said, “She’s a great designer and is our secret weapon as her sense of color and patterns is amazing,” Stephenson said. “In the early days my mom and I did everything since it was just the two of us.” They even ran operations out of the family dining room. Southern Tide has progressed from dorm room, to dining room, to a team of 30 people and nine outside contractors. As they approached the end of their
first year in business, Stephenson and his mother partnered with Jim Twining, who became the company’s CEO in early 2008. “Our growth is all part of our strategic plan – except that we are about a year ahead of where we planned to be,” Twining said. “Allen is extremely intuitive and has a sense of style and visual acuity beyond anything I’ve ever seen.”
the future. Being a KA was the best decision I could have made. I wouldn’t know many of the things I know that have helped me along the way if I hadn’t been a KA.” “So,” he continued, “I really need to say ‘thank you’ to Kappa Alpha for so many things, including helping me realize the connection between brotherhood and social image and style;
Stephenson went from designing shirts in his dorm room to founding a company that ranked as the country’s fastestgrowing private apparel company. Stephenson said that his KA experiences, and the values he learned being a KA brother, figure prominently into his success. “My time as a KA undergrad was one of the best learning experiences imaginable, and one of the best times of my life,” he said. “It’s hard to explain to some people how being part of the organization could have made such a difference, but it definitely helped put me in the right mindset for
The Kappa Alpha Journal
25
Spring 2012
kappaalphaorder.org
One of Southern Tide's marketing photos.
it’s all interconnected. I want to thank all of my KA brothers for helping put me in a position to learn so many things that I’ve been able to carry forward into life.” Stephenson said that he expects to be doing what he’s doing long into the future, and that Southern Tide has plans for other products that he doesn’t want to discuss yet. “We’re just getting started,” he said. “And we don’t take any of this lightly. People like to wear our clothes and that’s a huge responsibility. We have to think ahead, think ‘What about next year, what about next season, what are they going to wear with whatever?’ We have to stay totally focused on being even better and not relax or start to coast. When people think about what they wear, what car they drive, whatever it is, when they go to buy another one they expect a lot. If expectations aren’t met they’re going to be disappointed. So we have a big job to do to meet those expectations.” “We recently sold our one millionth item and our customers have high expectations of us!” he said. “So we intend to exceed those expectations.” Onward and upward, seems the course for the Skipjack.