Fresh off the boat.

• Position: NC TREND: Eastern Region

Boat owners pledge allegiance to their vessel by wearing clothing emblazoned with its maker's name and logo, often turning to the Internet or local dealers to suit up. While Beaufort-based Jarrett Bay Boatworks sells its branded clothing in the traditional ways, it's charting a new course with its latest Raleigh retail store. The idea is to catch image-conscious shoppers willing to shell out $74 for a polo shirt or $30 for a cap, though they may not have the $3 million to $4 million needed to buy a custom Jarrett Bay offshore-fishing boat.

About 30 years ago, Jarrett Bay President Randy Ramsey opted for a captain's license instead of a college degree. "I wanted to run a charter boat," he says. Needing a second income, he worked in boatyards between trips. Ramsey, who grew up in Harkers Island in Carteret County, used his new skills, along with help from friends, to build his own boat. Two fellow captains requested custom boats, and Iris business was underway. The company now builds about three boats a year and offers marine-repair and real-estate development services, employing about 175.

Clothing was always part of the plan. "We started doing T-shirts for the boat owners and crews," Ramsey says. Demand for apparel grew, so he...