Wake Forest Alum Starts Preppy Clothing Line: Southern fROCK

Fashionistas dissatisfied with your current wardrobes, look no further than Southern fROCK for this season’s most-stylish tailgating attire. Drawing inspiration from the laid-back lifestyle of the coastal Carolinas, Southern fROCK’s spring/summer 2010 collection is filled with light-weight fabrics, flattering silhouettes and perfect pieces to transition from a casual lunch date to a night on the town.

The preppy clothing company, best known for vibrant sundresses and chic skirts, was founded by Wake alumna, Amelia Rogers, and her close friend Emily Newman in the fall of 2009. Just three years after starting her career as a kindergarten teacher in Charlotte, NC, Rogers made an impromptu life-changing decision when she spontaneously moved to Charleston, with Newman, a childhood friend and fashion design major who had recently graduated from Meredith College.The pair spent a few months hammering out the details of starting a clothing company, and Southern fROCK was born.

Unfortunately, the company decided to forgo designing a fall/winter women’s wear collection this year. Instead, Southern fROCK is choosing to focus on preparing for the Atlanta Apparel Trade Market in October, giving the company an opportunity to be showcased to wholesale buyers alongside popular clothing lines including Vineyard Vines. Additionally, this fall, Rogers and Newman are expanding the company to include a menswear line. “The Tobacco Road” is a collection of men’s clothing inspired by local sports and North Carolina history, scheduled to debut in November.

The company’s original marketing platform was based entirely around digital sales and trunk shows, but boutiques in North Carolina and Georgia recently started carrying the line. Click here for store locations. Wake Students, contact senior Rebecca Hinson (hinsre7@wfu.edu) if you'd like to schedule a trunk show for your sorority, group of friends or other organization.


Later this semester, Southern fROCK will be one of the featured brands in  Panhel’s Breast Cancer Fashion Show slated to take place on campus Nov. 1. The line will be modeled in the show alongside other preppy industry staples like Lilly Pulitzer and Southern Proper. I'll post more details about the show when they become available.

For more information about Southern fROCK (or a little online retail therapy), check out the company’s new website: www.southernfrock.com.

Readers, what are your favorite new clothing companies?