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Nothing beats the feeling of coziness.
Whether it comes from a favorite place, favorite people, or a favorite outfit, the things that make us feel most comfortable evoke a sense of nostalgia we can’t help but long for. Inspired by necessity from his own closet, Nashvillian Matt Dye set out to find a way to harness that feeling through fashion. And with the recent launch of his gender-inclusive clothing brand, Town + Crew, Dye welcomes everyone to find their own comfort in his line of timeless, cozy apparel.
Dye’s background spans many avenues including retail management, public relations, business operations, client relations, and over a decade as a fitness instructor. He recalls always being fascinated by brands and clothing in general, with his earliest memories dating back to his childhood in Salem, Illinois taking trips to the mall with his mom. But it was during his time spent working for Kristin Cavallari’s jewelry and lifestyle brand, Uncommon James, that Dye gained a much deeper understanding of retail. So, when he realized he wasn’t finding the kinds of pieces he was searching for in stores, all his past experiences empowered him to take matters into his own hands.
“A few years ago, I just wasn’t seeing anything in the market that I was looking for specifically in my crewnecks. Growing up, I spent many days and nights at the beach, lake, or pool, always wanting to be by the water and that’s where a lot of the brand inspiration and design roots from,” Dye explains. “I was always inspired by lifestyle, nature, and pop culture, so an apparel brand was something I could channel all the creative energy I had been holding back for too long. Adding my extensive retail experiences in the mix and an actual obsession for cozy apparel, specifically crewnecks, Town + Crew was born on an airplane napkin traveling home from a beach trip in Florida.”
Town + Crew’s designs combine coastal comfort with athletic nostalgia; two of Dye’s favorite worlds he longed to see merged as one but that always seemed to be sold separately. The feel of the clothing is an integral component of the brand, and all pieces utilize sensationally soft materials to ensure year-round comfort in any setting. In terms of fit, pieces are designed to effortlessly conform to each unique individual and all items are completely gender-inclusive.
“We live in such an exclusivist world these days. I wanted a brand that threw that idea out the window and welcomed anyone who wanted to shop. Everyone of all backgrounds and walks are welcome, we’re all friends here,” says Dye.
Color was also one of Dye’s top priorities and he strategically selects stunning shades that leave room for interpretation.
“Color is so nostalgic and important to our experiences and sparking joy. I love sparking joy or memories most in my pieces. Each piece has its own tone, energy, and meaning behind the color choice, product name, and even the actual custom name colors. They all tie into the season I’m releasing and the themes I select for each drop,” Dye says.
All Town + Crew collections are limited drops exclusively, and hot off the brand’s wildly successful November launch the Spring/Summer drop is now available. Aptly named “Out of the Sea” the SS23 drop captures all the sweet memories that come with sunshine and good vibes.
“We’re officially in our ‘Beach Era’ which represents a few of my favorite places across the map; selected memories; and iconic stories of life, art, and pop culture we love to romanticize. This collection was also inspired by one of my personal favorite American Traditions: spring break and summer travels,” Dye explains. “This entire drop’s inspiration is a celebration of those ‘Livin’ La Vida Loca’ times. ‘La Vela’ is the name of one of my most anticipated sweatshirts featured in electric lilac purple. It’s a hat tip to one of the most iconic former spring break beach clubs in America. As soon as I saw the color, it reminded me of the same electric color of the iconic Club La Vela sign in Panama City Beach, Florida. We are proud to introduce a new splash of aquatic colors and designs anchored by one idea and one mission this season: to have a good time all the time.”
Beyond offering quality pieces that are classic, timeless, and effortless, Dye set out to create something deeper with Town + Crew. His goal is for customers to not only fall in love with their purchases, but with the feelings and memories evoked with each wear as well.
“Town reminds us of the places that feel most like home, an escape, or even somewhere we long to be. It’s a reminder of where we physically are as humans and what that means to us. Crew is the same principle but for the people you surround yourself with. Both parts of the name are cozy and friendly reminders to keep you rooted. The name and the brand itself are like art, left open for as little or as much interpretation as you’d like. It’s a happy, cozy space I have created internally over the years and now I am able to share it with the world,” says Dye.