Nova Scotia

East Coast Lifestyle announces partnership with Keith's

Business continues to boom for the popular clothing company East Coast Lifestyle. On Monday, it announced two new partnerships with Alexander Keith’s and the Halifax Rainmen.

Company also announces partnership with Halifax Rainmen

Alex MacLean started East Coast Lifestyle when he was a student at Acadia University. (CBC)

Business continues to boom for the popular clothing company East Coast Lifestyle. On Monday, it announced two new partnerships with Alexander Keith’s and the Halifax Rainmen.

The partnership with Alexander Keith’s involves an exclusive collection of T-shirts only available in select boxes of Alexander Keith’s beer.

The partnership with the Halifax Rainmen will see East Coast Lifestyle design and produce co-branded Rainmen merchandise beginning with the 2014/2015 season.

Alexander Keith's is owned by Labatt Breweries of Canada. An executive with the company says the partnership is a natural fit.

“We’re an east coast company. He is probably one of the hottest new companies from the east coast,” said Chad Patterson, the regional vice president of sales.

East Coast Lifestyle started out as a class project for Alex MacLean when he was a student at Acadia University.

Then, a year and a half ago, his shirts launched at Pseudio stores in Atlantic Canada.

Last week, MacLean says his clothing line became available at dozens of Below the Belt stores from Toronto to B.C.

"There were 50-person waiting lists in most of them ready to get the gear,” said the 23 year old.

MacLean now has a team of 10 employees, most of whom are in Toronto, which is where the clothing is made and distributed.

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