Sheridan for Tish launched in 2020 as an offshoot of Tish Cox, Sheridan Cox’s mother’s fashion brand. While Tish Cox had built a loyal following over the years, Sheridan’s brand was created with a younger customer in mind. What I found most interesting from talking to Sheridan was how naturally the brand has evolved alongside her.
Like many good ideas, Sheridan for Tish started with a problem. During COVID, Sheridan was constantly online shopping but couldn’t find the perfect tank top. Her mom suggested they make one themselves using leftover fabrics from Tish Cox, and that’s how “The Perfect Tank” was born.
Because Tish Cox already had an established customer base, Sheridan wasn’t starting from scratch. Her first customers were often the daughters of her mom’s customers. The tanks were first sold at Clover in Dallas, and before long, they were everywhere at SMU. By the time Sheridan was a student there, she told me, “I would see our Perfect Tank all over campus and Morgan dresses at formals.” She described it as “surreal” to watch something that started as such a simple idea become part of people’s everyday wardrobes.
When I asked Sheridan what her original vision was, her answer was refreshingly simple. She just wanted to create the pieces she felt were missing from her own closet. But as she and her mom continued designing together, one piece naturally led to another. They made a dress, then realized they needed the perfect pants, then shorts, then matching sets. Before long, what started as a single product had become a full collection of wardrobe staples.
One thing that really stood out to me was how much she credits her mom throughout the process. Sheridan said they quickly realized how well they worked together creatively. She comes up with the ideas, while her mom has the ability to bring them to life exactly as she imagines them—often making them even better. It’s clear that while the two brands serve different customers, they’re built on the same foundation.
The customer has also expanded over time. Sheridan originally designed for SMU students and the daughters of Tish Cox customers, but after launching their website, the brand began reaching people far beyond Dallas. Today, they’re shipping everywhere from Australia to Maine.
I also loved hearing how their first customers came to them. Sheridan said she became the brand’s first ambassador without even realizing it. She dressed all of her friends in the tanks, people kept asking where they were from, and word of mouth did the rest.
Although Sheridan for Tish has developed its own identity, it still reflects the values her mom built Tish Cox on years ago. Every sample is sewn by Tish herself, and quality has always been the priority. The difference is the customer. Sheridan for Tish offers the same attention to craftsmanship through pieces designed for a younger generation, whether that’s a micro mini skirt, a matching set, or elevated basics that can be worn for years.
Talking with Sheridan reminded me that a brand doesn’t have to stay exactly as it was when it launched; it continues to grow with you. As your life changes, your ideas change too. Sheridan for Tish started with one tank top and grew as Sheridan continued to design the pieces she wanted in her own wardrobe.