vineyard vines — you might have heard of it, or at least recognize its iconic smiling pink whale logo that’s become synonymous with coastal New England living. The brand launched in 1998 Fourth of July week on Martha’s Vineyard. Shep Murray, then 27, and Ian Murray, then 23, moved back to Massachusetts, leaving their Manhattan corporate jobs behind to sell a slice of New England life.
The brand started with an assortment of colorful ties with microscopic motifs that celebrated the good days—those filled with lighthouses, sailboats, and more. Selling ties from boats and a Jeep on Martha’s Vineyard, word-of-mouth coupled with the tenacity of the Murray brothers snowballed into massive year-over-year growth for vineyard vines. Today, vineyard vines is the official style partner of the Kentucky Derby, Premier Lacrosse League, and the Boston-based Head of the Charles Regatta, the world’s largest rowing event.
How is the journey from a local brand selling ties out of a Jeep to a global brand with over 2,800 employees and over 100 retail locations? Shep and Ian Murray weigh in on nearly three decades of business.
BU: Boston is a city filled with students and recent grads. You left your jobs in Manhattan and founded vineyard vines at just 27 and 23, what is your advice to post grads wanting to launch a business?
SHEP: We took a risk quitting our corporate jobs in Manhattan to chase the American Dream, but we wouldn’t have had it any other way. We were miserable at our desk jobs, so we both quit within 10 minutes of each other, got our wisdom teeth pulled while we still had insurance coverage, and signed up for every credit card we could.
IAN: While it was a big risk, walking out of our jobs that day and starting vineyard vines, it’s been one of the best things we have ever done. It can be a rocky path at times, but when you’re truly passionate about what you are building it will help to push you through. We always say, “We had plenty of doors slammed in our faces, but it’s like they say: when one door closes, go in through the window.”
BU: With a motto “Every day should feel this good,” (EDSFTG) what are your tips to maintain a work-life balance while managing a growing brand and ensure every day feels good?
SHEP: At vineyard vines, we have 3 company goals, they are first and foremost to make vineyard vines a great place to work, second is to build strong relationships with our customers by delivering the EDSFTG experience, and lastly to drive profitable sales growth.
At vineyard vines, we all work hard as a team to build a successful business, however, we always make sure we incorporate EDSFTG moments into both our customers’ journey and our vineyard vines team’s day-to-day, such as our annual Turkey Bowl at the vineyard vines headquarters! We always look forward to celebrating special moments to recognize team work and our VV family.
BU: How would you describe modern Boston fashion in three words?
IAN: We love Boston’s timeless New England prep style and how its layered for city life and the colder winter months. If we had to narrow it down to three words – Timeless, Comfortable and Layered.
BU: What 5 spots or activities would be on the itinerary in a vineyard vines “Good Life” day on Martha’s Vineyard?
IAN: We grew up spending every summer on Martha’s Vineyard and to this day we try to spend as much time there as we can. It is a very special place to us, filled with so many memories. We both love being on the water, regardless of whether it’s sailing or out fishing, so that is always on top of our list.
BU: What about Boston?
IAN: Boston is the heart of New England, and vineyard vines is deeply rooted in its traditions. Boston is timeless and at the same time always evolving. It’s a city that revolves around its community and we are so fortunate to have 14 stores in Massachusetts including in and around Boston. Our newest store to the fleet just opened in the Burlington Mall!
SHEP: Boston has always held a special significance for us as the Official Style of Fenway Park and Red Sox, as well as The Head of the Charles. We have also been part of a variety of other historic events in Boston including the Boston Marathon.
BU: What are the pros and cons of being in business with your sibling? Have they evolved over the years?
SHEP: We’re extremely grateful to be in business together, as brothers. Not many siblings get this opportunity, and there’s no one I would rather work with.
IAN: Shep and I have good chemistry when working with each other. We have learned over the years how we can play off each other’s strengths and weaknesses in a way that compliments each other instead of taking away from each other.
BU: What inspired vineyard vines to become an official style partner of Head of the Charles Regatta (HOCR) in 2020?
SHEP: Since its inception in 1965, the Head Of the Charles has gathered rowers and spectators from all over the world. It has been a great opportunity for us to be able to be part of such an organization.
IAN: When the opportunity presented itself, we jumped right in. We have loved being able to outfit the volunteers, athletes, and visitors as well as being able to share the energy and excitement around the regatta across the country through our stores, catalogs, and social media.
BU: Like HOCR, are there any partnerships or dream collaborations for vineyard vines?
IAN: We are always up for a good time and love aligning with brands and events that help us bring that EDSFTG to more people.
SHEP: The opportunities and possibilities of what lies ahead for the future of vineyard vines seem endless, each day that we get to walk into our office, we live our dream. Our team at vineyard vines is truly a family, we all share a lot of passion for the brand and making sure “Every Day Feels This Good” for everyone, and our partnerships and collaborations, help make that statement come to life.
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