Salinity Gear Timeline
About Us
1989
Two days after I was born, my parents carried me straight to the ocean and dunked me in the Gulf of Mexico. I've been connected and intrigued with the ocean ever since. Growing up traveling around Florida on boats with my parents, learning to fish, surf, and dive became my way of life.
2009
My dad and I bought a rusty manual 4-color screen printer and started printing shirts in the backyard. We came up with the Salinity brand name (as our lives revolved around saltwater) and began printing shirts with our Florida Native design on the back for locals and friends. The demand for the shirts, hats, and stickers was undeniable—the growth was organic.
2012
I trademarked the Salinity brand name and copyrighted the Florida Native design. I started setting up booths at Old Salt fishing tournaments as a side hustle while running boats and working in the marine industry. Working on the water in the Florida sun day in and day out, we discovered a new 100% polyester fabric that was lightweight, quick-dry, breathable, UPF 50+, and durable. Whether it was charter guys, commercial fishermen, or weekend warriors, the feedback was clear: there was nothing better to wear outdoors in the saltwater environment.
2014
We noticed a serious gap in the industry for quality custom apparel and good customer service. So we launched Salinity Custom Gear, offering the same high-quality products but fully customizable with start-to-finish concierge service. You can get the same high-quality gear we provide, personalized with your brand or company logo. Visit our Custom Gear department to learn more.
2015
After continued growth and support from local fishermen and watermen/women—and being diagnosed with RP (retinitis pigmentosa), a genetic disorder that leads to blindness—it was time to go all in on Salinity Gear. The success continued and now allowed me to travel the globe in search of warm waves, exotic fish, and good times—always gaining inspiration and ideas along the way. Testing new materials, making connections, and living life to the fullest.
2018
Red Tide Cleanup—Team Salinity Gear assisted DRC Emergency Services and Pinellas County with cleaning up dead fish and marine life resulting from a 1-million-acre red tide algae bloom linked to toxic discharges by Big Sugar, vast sugarcane fields south of Lake Okeechobee, and associated nutrient pollution (fertilizer runoff). It intensified harmful algal blooms, feeding the Karenia brevis algae and leading to massive fish kills, dead manatees, and economic devastation on Florida's Gulf Coast. We then launched an online fundraiser, raising funds for local charter captains put out of work by this historic red tide event.
2021
We partnered with Tampa Bay Waterkeeper, raising funds to protect our Tampa Bay estuary.
We believe that protecting the local environment we were raised on is a crucial part of our mission. To that end, Salinity Gear officially teamed up with Tampa Bay Waterkeeper (TBWK) to help keep our local waters clean. TBWK is a 501(c)(3) non-profit organization dedicated to improving, protecting, and preserving the Tampa Bay watershed through citizen engagement, sound science, and research.
This partnership has led to a special merchandise collection where all proceeds from the sales of Tampa Bay Waterkeeper merchandise go directly to support their mission. You can view the special items and contribute to clean water efforts in the Tampa Bay Waterkeeper Collection on our site.
2024
After Hurricane Helene hammered our coast, we teamed up with local artist Oona Seas for a Florida Strong fundraiser shirt. All proceeds helped families hit hardest by the storm.
2025
Salinity Gear partners with https://drakesweetfoundation.com/ after the tragic passing of our close friend in a free diving incident off the west coast of Florida. Drake Sweet passed away on March 13th, 2025. To honor his memory and help protect others who share that same love for the ocean, his family established The Drake Sweet Foundation, Inc. The foundation is dedicated to advancing safety in free diving and spearfishing through education, training, certifications, scholarships, and access to critical safety equipment. By raising awareness and empowering the community with knowledge and resources, the foundation carries forward Drake’s adventurous spirit and unwavering respect for the sea.
Today
Salinity Gear runs out of St. Petersburg, Florida, with me, my family, and a tight crew of talented people who live for the water as much as I do. We’re committed to delivering the latest, highest-quality apparel and custom gear to anyone who thrives outdoors on the ocean. Giving back to the community and waters that have given us everything remains at the heart of it all.
We keep evolving, fueled by the sea and community.
Thank you to everyone who has helped, supported, and bought a Salinity product along the way.
Sean Matthews
Founder
