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Our brand originated as a decal and we have sold over 2 million of these to our loyal customers. Today, Salt Life is more than just a logo; it represents a passion for the ocean, the salt air, and most importantly, a way of life. Founded by four watermen from Jacksonville Beach, FL, Salt Life has captured the attention of many ocean enthusiasts across the world and became one of today’s leading lifestyle brands.



Salt Life’s team of avid watermen has helped put Salt Life’s apparel to the test, and it is designed to withstand the harsh environment that comes with the territory of saltwater sports. The journey to develop a quality brand that effortlessly combines function and fashion wasn’t easy, but for those who live the Salt Life, it was important. Our apparel takes you from the boat to the beach and is constantly evolving to fit your needs.

Whether you’re going offshore fishing for marlin, diving to explore a wreck, or surfing gnarly waves, our distinctive dedication to offer quality products ranging from apparel, performance gear, sunglasses, accessories, and even the ubiquitous decal, we have something for everyone that is living the Salt Life.

Salt Life in Action


At Salt Life, we enjoy being able to share our passion for the ocean through our team members, events, and social media channels. Salt Life ambassadors help us share our love of Living Salty around the globe. Salt Life's team consists of pro fishermen, pro surfers, pro stand-up paddle boarders, pro divers, NASCAR drivers, and Country music superstars. Our brand evangelists share a common love of the ocean and living the Salt Life to the fullest.



Salt Life now owns and operates over 20 retail stores with more locations scheduled to open in the next 12 months. Our stores are located in Alabama, California, Delaware, Florida, Georgia, New Jersey, New York, South Carolina, and Texas and allow customers to experience our brand first hand. You can taste the Salt Life at our Salt Life Food Shack restaurants. We currently have three locations in Florida serving tropical-inspired food and drinks.

Watch the video to see more Salt Life styles for fishing, diving, and surfing.


Salt Life takes pride in not only celebrating the ocean but also protecting it. Through our Salt Life Gives Back initiative we have joined with organizations that strive to protect the ocean and its inhabitants through conservation efforts, enforcement, reef creation, and sustainable programs. Through these efforts, we hope future generations will continue to live the Salt Life and help protect the world’s oceans.



We are here to provide everything you need to gear up for a day, a week, or a lifetime pursuing an active watermen’s lifestyle. Whether you’re by the water, or simply dreaming of it, Salt Life has what you’re looking for.

What is Salt Life to you?

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