Quitting the nine-to-five grind to chase a dream is the story on which the legendary apparel maker Vineyard Vines built its brand—and it’s an authentic one, not one woven by a marketing department. 

Vineyard Vines’ success story began humbly after its two founders, brothers Shep and Ian Murray, tossed in their uninspiring desk jobs to recreate the ‘good life’—the happy and carefree days of their childhood summers spent on the iconic New England coastal island of Martha’s Vineyard.  They started making ties so they didn’t have to wear them.

The original designs for the ties were fun and quirky, symbolising the ‘good life’ so that while people were at work, they would be reminded of the cool stuff they did on their vacations or the fun they had on their weekends. A noble notion that grew into a full range of apparel for men, women, and kids. 

 How did they pull it off and how hard was it to realise (or rather, “realize”) this American dream?

The Interview

Overdose Americas MD Gary Benerofe chills and chats with Vineyard Vines’ Vice President of Creative Strategy, Jory Benerofe (yes, same name—they are cousins), to discuss the brand’s strategy, and its successes and challenges along the way. 

Jory joined Vineyard Vines in the early days when it was merely four to five guys in a two-bedroom pseudo-office—the modest beginnings of a big dream. Jory had fortuitously met one of the founders who hired him on the spot because he knew a bit about Photoshop. 

Fast-forward two decades and Jory has transitioned from tie designer to overseeing a team of 28 including designers, copywriters, content creators, photographers, videographers, social media content developers, print editors, and digital editors—the full spectrum as everything is done in-house. 

Although much of the brand’s creative success can be accredited to Jory and his team, he humbly suggests it boils down to the authenticity of the founders’ story and the fact the company has always stayed true to their beliefs.