Where The Tide Logo Was Born

In 2018, Christopher Mobley was brainstorming ideas for Alabama gameday apparel when a moment of inspiration struck him. While hanging out with friends at Innisfree Irish Pub in Tuscaloosa, Mobley noticed everyone wearing Alabama-themed shirts with various logos—most featuring the classic script A, elephant, etc. He had already created a line of Alabama basketball shirts with “Tide Hoops” in cursive, but something still felt off.

As he kept thinking about the design, he realized that if he simply covered up the “Hoops” part of the shirt, it would reveal something perfect: a sleek, script-style “Tide” logo. That’s when it hit him—this simple yet bold design would revolutionize Alabama collegiate apparel.

As demand for the new Tide shirts skyrocketed, Mobley and his family quickly realized that they needed to get the product closer to campus to keep up with the growing demand. At the time, they were selling online and through a small storefront, but being farther from the University of Alabama’s main hub made it harder to reach students and fans who wanted their gameday gear.

Seeing the potential for more growth, they decided to open a store near campus. This led to the creation of the Christopher Mobley Store, a retail location that would allow them to be directly in the heart of the action and make the Tide shirts even more accessible to the Alabama fanbase.

The opening of the store was timed perfectly with the surge in popularity of the Tide logo, and it quickly became a must-visit spot for Alabama fans. The success of the logo and the store soon attracted the attention of many competitors, who attempted to replicate the design. Despite the limitations, the Mobleys' vision had already changed the Alabama collegiate apparel landscape, and the Christopher Mobley Store solidified its place as the premier destination for luxury Alabama apparel.