THE ORIGINAL SOUTHERN 
MEN’S FASHION BRAND.
TRUE TO OUR WAY OF LIFE.

OUTWARDLY PROPER. INWARDLY, NOT SO MUCH.

IT’S SPRING BREAK.
STIR IT UP.

Our audience is anything but anti-social. So why would be? Spring Break is all about stirring things up. And that we did, breaking all Spring sales records.

FALL IN THE FRAT HOUSE.
YUP, THIS DOG HUNTS.

Fall sales? This dog tracked them to a record-breaking high.

HOW DO YOU UNVEIL 
YOUR FIRST EVER WOMEN’S LINE?

We invited our male and female followers to watch the SoPro YouTube channel for the biggest moment in Southern Proper history. As brand activists held their own viewing parties, our short video posted and the first SoPro women’s line was launched. Followed by a “phase two” web-social-email campaign.

SERIOUSLY, MEN AND WOMEN ARE DIFFERENT.
BUT SERIOUS, THEY’RE NOT.

How do you overlap unveiling a women’s line with unveiling a spring men’s wardrobe? With a “phase three” social media campaign that follows the quirky, misled dating attempts of a couple (dressed in new Southern Proper, of course) until they finally get together.