Alumnus got hooked on clothes after a sickness and career change

North Carolina State Alumni Association Blog Post




Southern Lure Celebrates Its One Year Anniversary

NC Clothing Company is carried in more than 60 stores across Southeast

BELMONT, NC— June 15, 2015 Southern Lure is celebrating the one year anniversary of its first sale: a hat embroidered with its signature mahi mahi logo. Now more than 60 stores from Maryland to Texas carry the brand, in addition to its online presence on the Southern Lure website. The product line has expanded as well to include multiple tshirt designs, hats, visors, swim trunks, woven and polo shirts, belts and shorts.

Founder Griffin Keel believes the most important factor in Southern Lure’s growth is building strong partnerships with independent retailers. “We listen to our retail partners, and it is helping us build the best product line for our customers,” says Keel. This fall Southern Lure plans to add even more products to its lineup.

Keel began his career in banking, building a successful mortgage brokerage company. But his career was put on hold when he was diagnosed with a life-threatening illness. “When your doctors tell you to get your affairs in order and enjoy your family while you can, you really adjust your priorities,” he shares.

A full recovery brought clarity to his life goal: to build a family business that embraces the happy times he shares on the Carolina coast with his wife and four children. Southern Lure continues the tradition of a family business; company CFO Henry Howe is second generation in the NC textile industry and is a partner in Southern Lure. He is also Griffin’s father-in-law.

Keel says the best surprise in launching Southern Lure has been the support Southern Lure receives from the Belmont community. “People take pride in the brand being from their hometown, and they work hard to promote Southern Lure. I wake up every morning excited about all that’s new: new products, new retail and manufacturing partners, new customers—they make work fun.”

About Southern Lure

Southern Lure was founded in 2014, in Belmont, NC, when husband and wife team Griffin and Grace Keel were inspired to develop a clothing company that reflected their love of family, fun and coastal living. The result is a line of comfortable togs that embrace Southern style. Southern Lure began with pocket Tees featuring Southern Lures signature mahi mahi, and has grown to woven shirts, swim trunks and more. Southern Lure products are sold in more than 50 independent retail stores throughout the Southeast and online at


Contact: Carolyn Evans-


Size Chart
Southern Lure Tee Size Chart