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Southern Lure Brings Coastal Prep Style to Belmont Startup
Belmont clothing startup Southern Lure marks its first year selling a mahi logo hat and expanding to nearly 70 retailers from Texas to Maryland. CEO Griffin Keel, a former banker, built the business with his wife Grace and in-laws Henry Howe and Wendy Leatherwood, amid early design hiccups and overseas sourcing. The line features bright prep wear inspired by the Carolina coast, with future plans for exclusive wholesale agreements and continued domestic growth.
MENTIONED IN THIS ARTICLE
Griffin Keel
North Carolina State University
Rocky Mount
Keel
Grace
Henry Howe
Wendy Leatherwood
Ervin Street
Texas
Maryland
Carolina
Howe
Ain Clark Griffin Keel
Southern Lure
Belmont