Deeply Personal – Keys Deep

For Carlos Lorenzo, the Keys lifestyle isn’t just personal—it’s deeply personal. As a cancer patient, he embraces everything the Florida Keys offers: crystal-clear waters, tight-knit community, and unhurried pace. It’s all part of his healing journey that led him to Keys Deep— an apparel company that embodies the Keys lifestyle.

Bruce Wiggins, the General Manager of Keys Deep, has watched Carlos channel his appreciation for life into every aspect of the business. Bruce himself has also found a new appreciation for life in the Keys. He traded his corporate headhunter suits for fishing jerseys and flip-flops—it was a complete life recalibration.

“It did take a period to acclimate,” Bruce reflects. “I had to learn to slow down and customize my own version of the Keys lifestyle.”

That same approach to customizing the Keys Lifestyle is exactly what Keys Deep brings to their apparel business. Many know Keys Deep for their signature fishing shirts and artist collaborations with local talents like Roberto “Pasta” Pantaleo, Lisa Lee, and Sam Milazzo.

Others discover them through their growing pickleball line. But the company’s core is creating customized apparel for local teams, organizations, events, small businesses, corporations, and more.

“We’re not just a brand with a catalogue of clothing,” Bruce explains. “We’re a large-scale custom clothing producer.” Whether you’re a fishing captain needing a few shirts with your boat’s logo or a corporation planning a huge event, Keys Deep’s personalized approach scales seamlessly. They may be viewed as a local small business, but they can produce 2,500 pieces of custom apparel daily.

It all starts with a top quality 100% polyester fabric with a higher thread count (140 GSM) and UPF 40+ rated. These are not printed blanks. Every shirt is hand-cut and assembled, all in one location right here in South Florida. Their “Cut to Sew” process creates a fully custom and durable shirt that won’t peel, fade or deteriorate like others. Their local state-of-the-art manufacturer specializes in full dye sublimation and professionally custom crafted apparel. The result speaks for itself.

“I’m a walking testament that this apparel is comfortable and made to last,” Bruce says. “Even since before I worked here, whether I’m mowing or fishing, I’m always wearing a Keys Deep shirt.”

Keys Deep’s graphics team can work with existing logos or create entirely new artwork, offering endless color and design options across men’s, women’s, youth, and even toddler sizes.

Products range from long to short sleeves, hats to hoodies, racerbacks to V-necks, and more. All customizable with a quick turnaround and low minimum orders.

But perhaps the most personal aspect of Keys Deep’s approach is how they’ve woven their brand into the broader Keys community. Their collaborations with charitable organizations, like Marrvelous Pet Rescue and the Sebastian Strong Foundation, reflect the company’s commitment to giving back. A large portion of each purchase of the specially designed collections directly contributes to the partnering organizations.

It’s no surprise that they’re community-minded, since Keys Deep started as a family venture that is now expanding to keep up with demand. “Carlos didn’t just bring me into his family business, he makes me feel like family,” Bruce shares. “It’s great working with him—his energy and passion for life is truly inspiring.”

Keys Deep understands that living the Keys lifestyle isn’t just about location—it’s about embracing a life that values quality, community, and authenticity. Whether you need one shirt or one thousand, they reflect the same values in every stitch, ensuring you feel the Keys spirit wherever you go.

Ready to personalize your apparel? Visit KeysDeep.com or stop by their Islamorada store.

Written by Jerrica Mah — writer, Army wife, and freelance book editor who loves to travel vicariously through stories.