The business is aimed at the younger generation that will remain loyal to the brand for decades. Vineyard Vines works with the NFL, NHL, and MLB, and multiple colleges and universities to promote their company. They promote a lifestyle not just an ordinary clothing brand. Shep and Ian hate wearing ties, but love boats, music, and drinks and decided to incorporate that into their ties to intrigue buyers to purchase the ties. The brothers have focused on offering more specialty items such as holiday ties or special patchwork patterns to keep customers making purchases beyond the basic items. For example, they created a Kentucky Derby collection by creating ties with mint julep icons and dresses and jackets with elaborate patchworks made of jockey-silk patterns.