A Shark at the Vineyard? Discovery, Vineyard Vines Team for ‘Shark Week’ ApparelA Shark at the Vineyard? Discovery, Vineyard Vines Team for ‘Shark Week’ Apparel

The new line will include clothing, performance gear and accessories for men, women and children. Additionally, a portion of the proceeds from the camouflage women’s bikini and men’s board shorts will be donated to Oceana, an organization dedicated to protecting the world’s oceans.

To underscore the partnership with “Shark Week” and Oceana, Vineyard Vines will also host an in-store event at its Westfield Century City location in Los Angeles on June 12, from 6-8 p.m.

“We started our company on Martha’s Vineyard inspired by living the good life, which to us means being out on the water. We’ve been fascinated by sharks for as long as we can remember and appreciate the importance of their place in the ocean,” says Shep Murray, chief executive officer and co-founder, Vineyard Vines. “The opportunity to partner with ‘Shark Week’ was a no-brainer for us and to be able to support a trusted organization, like Oceana, is an ‘Every Day Should Feel This Good’ moment for our brand.”

Set to coincide with the 20th anniversary of Vineyard Vines and the 30th anniversary of “Shark Week,” the new apparel collection will debut online at VineyardVines.com and at select Vineyard Vines locations this month.

The “Shark Week” television event will air July 22-29.