Behind The Brand

At Fulton Apparel Company, we are dedicated to providing a curated selection of stylish and comfortable clothing that meets the demands of modern lifestyles. Founded in 2020 as Southern Bones, our brand is built on the principles of quality, versatility, and comfort. 

We understand that clothing is not merely a necessity but an expression of individuality. Our apparel is designed to transition seamlessly from casual outings to outdoor adventures, ensuring that our customers look and feel their best in any setting. 

Our focus on quality extends beyond aesthetics; we prioritize sustainable practices in our production processes. By utilizing eco-friendly materials and ethical manufacturing methods, we strive to minimize our environmental impact while delivering exceptional products. As we continue to grow, our mission remains clear: to empower individuals through clothing that combines style, comfort, and sustainability.

Brand History

Fulton Apparel Company, formerly Southern Bones, is a coastal men’s apparel brand dedicated to crafting high-quality, comfortable clothing that captures the relaxed, rugged spirit of seaside living. Our purpose is to provide versatile, durable pieces—like our ultra-soft WaveWashed T-Shirts—that blend timeless style with coastal-inspired functionality. We aim to evoke the freedom and authenticity of the coast, supporting men who embrace an active, laid-back lifestyle with apparel designed to feel as good as it looks.

Behind the name Fulton

Fulton draws its name from a secluded boat ramp and beach tucked away in Jacksonville, Florida, on the St. Johns river, where memories of casting lines with my father were woven into the fabric of my childhood. This hidden gem, known only to locals, was a haven where we’d reel in flounder, redfish, and trout under the warm coastal sun, the salty breeze carrying laughter and lessons. The name Fulton embodies that rugged, timeless connection to the sea—evoking the grit of weathered docks, the thrill of the catch, and the quiet bond of shared moments, all stitched into clothing designed for men who carry the spirit of the coast in their souls.

Mission

Fulton’s Mission: To craft premium, coastal-inspired men’s apparel that blends comfort, durability, and timeless style, empowering an active, authentic lifestyle rooted in the freedom of the sea.