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The Daily Dish Southern Charm

Craig Conover Just Launched His Own "Sewing Lifestyle Brand"

The Southern Charm cast member's Sewing Down South is no joke.

By Tamara Palmer
Craig Conover Launches Sewing Down South

When Craig Conover launched his new "sewing lifestyle brand" Sewing Down South yesterday, some people thought it just was an April Fools' joke (after all, it was April 1). But the Southern Charm creative is dead serious about sewing and representing his pride for the craft. He's launched a full Sewing Down South product line almost simultaneously with his pillowcase collaboration with Charleston's grande dame Patricia Altschul.

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“At first I got a lot of heat for sewing, but then, people started messaging me and thanking me for sticking to my guns and doing something that I enjoyed," Craig said in a release. "It was at that moment that I realized, maybe I could help all the others out there that enjoy sewing, or doing anything 'uncool' who do it because they love it. I want to build a platform and a cool brand for us. Sewing isn’t just something for grandmothers — I mean, they’re great at it! But sewing is a craft, and designing pillows is a form of art and personal expression — at least for me it is."

Craig is seeing support right out the gate; the company's Instagram page already has more than 12,000 followers.

Craig Conover Stitching

The first products in the Sewing Down South collection, which are inspired by his life in Charleston as well as getaways to the Bahamas, include pillows, shirts, hats, and totes. Take a look!


Craig Conover Sewing

The SDS hat line includes hats with slogans like, "This Is My Resting Stitch Face" and "What's Wrong With My Sewing?" Each retails for $29.99.


SDS Totes

The totes are appropriately fierce and proud, with messages like, "Not Today B*tch, I'm Stitching." For $15, these bags are a steal.

SDS Pillow

Of course, there are pillows! Our fave is this lobsters and lemons one that retails for $58, but he's also currently offering two other lobster pillows plus a bamboo trellis pattern.


SDS Shirt

The shirt collection features SDS logo shirts, a cute Charleston tee, and sew-positive slogans like "Sew Squad" and "On Sundays We Sew." Their prices range from $29.99 to $32.

"Sewing has been a point of inspiration, an outlet for creativity, a method to decompress and a way for me to stay true to myself," Craig said. "In the past, I was mocked for enjoying the art and craft of sewing, but now - I'm excited to focus on what brings me and so many others so much joy. Us sewers deserve a kick-ass sewing brand that represents our lifestyle!"

Photos: Sewing Down South

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