The twin brothers behind Faherty Brand built a coastal clothing line that now generates $300 million in annual sales. Their path included a pivotal introduction to New York Knicks guard Jalen Brunson in 2022. That connection expanded the company’s reach into professional sports apparel and licensing. ([1])
Jersey Shore Roots and Early Steps
Alex and Mike Faherty grew up in Spring Lake on the Jersey Shore. They launched Faherty Brand in 2013 with clothing inspired by their coastal lifestyle. Alex serves as chief executive officer while Mike acts as brand and chief creative officer. Their backgrounds in private equity and fashion design provided a practical base for the venture.
The brothers drew on family support in the startup phase. Alex’s wife, Kerry, managed impact initiatives early on. Their mother, Ninie, helped shape store interiors. The company began with a focus on premium fabrics and relaxed styles suited to beach and everyday wear.
A 2022 Introduction Changes Direction
The brothers met Brunson through a mutual friend during a summer visit to the Jersey Shore in 2022. Brunson, who spent part of his childhood in South Jersey and maintains a home in Margate, connected with the pair over shared interests in sports and New York. The meeting occurred shortly after Brunson signed with the Knicks.
Both sides valued a personal relationship before any formal arrangement. Alex noted that the group wanted to know each other beyond business terms. The company soon signed Brunson as a brand ambassador. The partnership has now spanned multiple NBA seasons.
Partnership Expands Product Lines and Reach
Brunson participates in design decisions for his signature pieces. He approves graphic tees, hoodies, and tunnel outfits. The “Magic is in the Work” collection blends Faherty’s premium styles with vintage NBA elements. Fans responded strongly to the line.
Faherty produced Knicks playoff and championship merchandise during the team’s successful 2026 run. The gear sold out quickly. The relationship also helped the brand secure a full NBA license. Faherty now plans products for 16 additional teams after beginning with a local Knicks agreement.
Current Scale and Next Moves
Faherty Brand operates more than 95 stores across the country, including 14 in the New York metropolitan area and one location in France. A strong online platform supports the physical footprint. The company recently added a partnership with the New York Rangers and an exclusive Giants collection available at MetLife Stadium on game days.
Family members remain involved in advisory roles. The business has grown beyond the founders’ direct oversight and now employs staff nationwide. Alex and Mike continue to guide daily operations while expanding into new sports categories.
Long-Term Outlook
The Faherty story shows how a single introduction can open doors when timing and shared values align. The brothers’ focus on quality and authentic connections has supported steady growth since 2013. Their latest licensing deals point to continued expansion in the sports and lifestyle space.
AI Disclaimer: This article was created with the assistance of AI tools and reviewed by a human editor.