Twenty-seven years ago, Shep and Ian Murray walked out of their corporate jobs in Manhattan and into the unknown—with nothing but a Jeep full of ties, a dream to live life on their own terms, and a deep-rooted love for Martha’s Vineyard. Today, Vineyard Vines is a household name, known not just for its iconic pink whale, but for a lifestyle that invites everyone to embrace the mantra: Every Day Should Feel This Good.
"We didn’t follow a corporate playbook," says Shep. "We made decisions based on what felt right—for us, for our team, and for our customers."
The original idea was simple: sell ties that captured the joy, humor, and lightheartedness of summers on the Vineyard. “We wanted to share what we love,” Ian says. “That laid-back vibe of being out on the water, fishing, boating—just enjoying the simple moments with the people you love.”
They launched the brand with maxed-out credit cards, no business plan, and a trunk full of handmade ties. Their first big moment? Selling ties out of the back of their Jeep. Their first big panic? Forgetting an entire shipment in Connecticut the night before their official launch. Thanks to a helpful neighbor with a plane, they made the deadline—and never looked back.
Today, Vineyard Vines is more than ties. With over 125 stores nationwide, the brand now outfits entire families in everything from performance wear to beach-ready essentials. “Our product is designed to take you through life’s feel-good moments,” says Ian. “It’s about making people feel as good as they look.”
Shep adds, “We’re the same at our core—we’re still having fun and still sharing the Good Life. That hasn’t changed.”
The brothers are quick to point out that their success hasn’t come without challenges. In the early days, they were repeatedly told no. They were turned away by banks, lived off credit cards, and hustled their way through countless rejections. But they never lost sight of their vision.
“Every ‘no’ was just fuel to keep going,” Shep says. “When one door closed, we found a window.”
That determination, paired with a genuine belief in their mission, helped them grow a brand rooted in community, connection, and authenticity. “At vineyard vines, our first goal is to make this a great place to work,” says Ian. “We want our team to feel as good as the brand we’re spreading.”
And spread it they have—through everything from their 15-year partnership with the Kentucky Derby to their newest collaborations, including a Grateful Dead line and an upcoming JAWS collection launching this summer.
Despite their growth, the brothers stay grounded. They’re often found popping into their Greenwich and New Canaan stores to chat with customers and hear firsthand how the brand fits into people’s lives. “That’s the best part,” Ian says. “Seeing how Vineyard Vines is part of someone’s vacation, their wedding, or just their everyday routine.”
Ask them what EDSFTG (Every Day Should Feel This Good) means, and they light up. For Shep, it’s about long Vineyard summers with his family—breakfasts together, fishing trips, and sunsets on the porch. For Ian, it’s being out on the water, surrounded by people he loves. “It’s those simple joys that make life rich,” he says.
Their partnership as brothers is just as seamless. “We’ve always had each other’s backs,” Ian says. “If one of us doesn’t love an idea, it’s not happening. Simple as that.”
“We’re living our dream every day,” Shep says. “And we’re doing it together. That’s pretty special.”
With new product drops, a loyal following, and no outside investors, Shep and Ian continue to captain the ship—and they’re not slowing down anytime soon.
(Shep):
"We never followed a corporate playbook—we built this brand on instinct, on joy, and on doing what felt right. That’s what made Vineyard Vines what it is."
(Ian):
"Our mission has always been simple—spread the Good Life. When you do what you love with the people you love, every day really can feel this good."