2 minute read
The Oysters Spoke
What happens when a couple lowcountry boys get creative? Oystaflage! Camouflage for those who enjoy the coastal lifestyle.
Advertisement
How cool is that?
When brothers Bart and Matt Key set out to design a camo-patterned boat tote bag, they learned that camouflage patterns are licensed and you can’t just pull one off the internet and use it. So they decided to create their own. And what describes the lowcountry better than oysters?
“We knew we wanted to use oysters but couldn’t seem to find the right colors. One morning a buddy dropped us off on an oyster bed at low tide to take some pictures and when he came buzzing back by, the wake washed water up on the oysters, and there it was. The dry, exposed oysters we’d been taking pictures of didn’t work, but once they were wet, there were all the colors I was looking for,” said Bart. With that, Tideline Outfitters was born.
Getting the right photos with the right colors wasn’t the end game, though, it was just the first quarter. “As a total rookie, I thought I could take my 8 x 10 picture to a t-shirt shop and I’d be in business. Wrong! I had to learn about repeat patterns, dye sublimation, micro-polys and more. It took almost two years before I ever had something I could hold in my hand,” Bart says.
“The biggest challenge was learning how this printing and apparel business worked. I’ve been a general contractor for over 25 years. Going from building houses to learning about thread count and the different weight and characteristics of performance apparel was quite a transition!”
When he finally had products to show for his efforts, the next step was getting them in front of the public. OystaFlage products made their debut at Southeastern Wildlife Exposition (SEWE) in Charleston, in 2012.
“I was concerned about how people would react to it when
Above:
Opposite they first see it, but now that’s what I enjoy the most. Once people get over the ‘Are you kidding me?’ factor, they usually realize it’s a very effective camouflage with an even better story behind it. It seems to bring people back to their roots and those who grew up in and appreciate the coastal lifestyle, heritage and this way of life, love it and wear it proudly.”
Bart has recently partnered with Kevin Joseph, founder and CEO of Empire Oyster, which provides catering, hospitality and consulting nationwide. Bart and Kevin founded Oysters Unlimited, a not-for-profit organization, with the mission to “Protect, preserve and restore oyster habitat … everywhere.” No small task, but both men are aware of the hard work their endeavor will entail and are dedicated to seeing it happen.
“It’s still in the infancy stage as we’re trying to figure out the best path for this non-profit,” Bart said. “But from the beginning I knew the ultimate goal of Tideline Outfitters was to develop a nonprofit platform to encourage an awareness and appreciation of the importance of oysters in the estuarine and marine environment.”
Given the level of dedication Bart has shown to learning and developing OystaFlage, we have no doubt he’ll succeed with Oysters Unlimited, too.
If you're looking for a gift for your favorite lowcountry buddy, the half-shell apron, trucker hats, custom Oystaflage Koozies and many other oyster-inspired products can be found at tidelineoutfitters.com.
A Note from Bart
The creeks and rivers around Charleston were our playgrounds as kids, and my brothers, sister and I spent the majority of our free time exploring wherever our 15foot Whaler could take us. The experiences we shared are now stories we share with our children. (At least some of the stories!)
The lowcountry lifestyle is centered around the water, so what better place to search for styles and designs that would capture the attraction and ruggedness of this unique region.
The goal of Tideline Outfitters was to create unique, durable apparel and provisions that would represent the coastal traditions and lifestyle we all know and love.
To see Tideline Outfitter's full line of products, including apparrel, accessories even vinyl wraps and oyster steamers, visit: www.tidelineoutfitters.com
For more on their oyster habitat restoration project, visit: www.oystersunlimited.org
