Rooted in coastal living. Designed with intention.

From an early age, life on the water was second nature—

nearly every day spent on the Indian River Lagoon.

Today, we’re creating memories on those same waters with our two boys—

carrying forward a tradition shaped by family and the water.

Florida born and raised on the Treasure Coast, Bub & Tide is deeply personal—

inspired by a lifetime of salt air, sun-washed days, and time spent on the water.

Bub & Tide was born from a desire for something more—

elevated pieces that feel as effortless and refined as life by the water.

Every print begins on the water—

Inspired from our own catches and translated into something lasting.

Thoughtfully designed for everyday wear,

each piece is made to move with your little ones through every moment.

Bub & Tide is more than clothing—

it is a reflection of life shaped by the ocean,

family, and timeless simplicity.