When I was creating Southern, I wanted to make a brand that was both creative and meaningful. It needed to be something much more than just a word or a picture. A redfish came to mind for many reasons. Living in the Lowcountry, it is a species we are always after. They are so diverse in where they live and how you fish for them. A fish that lives from Virginia to down around the Panhandle and Gulf, all the way to Texas. They truly exemplify the South. I hope you enjoy representing this brand as much as I enjoyed creating it.