Turns out the online whispers were true.
On Friday, May 2, Craig Conover returned to Instagram to address the circulating “rumors” about his next business move. The Southern Charm-er shared the post just a day after teasing the partnership between his Sewing Down South brand and American department store Belk.
“I know I have to get on here and clear things up,” he said in a video filmed on the beach. “Just thought I’d come on here and clear things up. I know you’ve seen the rumors online. But, yes, we are doing a collaboration with Belk.”
Craig Conover shares a peek at Sewing Down South's new collaboration
Craig then handed his phone to someone off-camera and shared a quick look at what the collaboration would offer.
“Here, look at my back,” he said before turning around to show off his seafoam-green hoodie.
The sweatshirt featured a small chest graphic that fused the Sewing Down South logo with Crown & Ivy branding. The latter company is Belk’s private label that sells everything from apparel and accessories to footwear and home goods.