Bespoke Needlepoint From Fish Creek

By Matthew Longcore

Last summer I had the opportunity to attend the Newport International Boat Show. For those unfamiliar, this is an annual event in the coastal city of Newport, Rhode Island. It is one of the largest and most prestigious boat shows in the United States. In addition to showcasing sailboats and motor yachts – both new and vintage – the show features vendors offering a wide range of nautical themed products and services. As it was my first summer as a boat owner, having recently purchased a sailboat, I was interested in seeing what the vendors had to offer.

At the boat show I had the pleasure of meeting George Cleveland and Will Anderson, the co-founders of Fish Creek, a brand specializing in custom needlepoint products. Their customers include schools, organizations, and yacht clubs. After chatting with the founders for a bit and exchanging contact information, I hopped on a launch boat that served as a taxi to another marina across the water. Lo and behold, the fellow driving the boat – a distinguished looking older gentlemen in a polo shirt and Nantucket Reds – was wearing a sharp looking nautical needlepoint belt. When I asked him about the belt, he replied that it was a gift he had recently received. Sure enough, it was from Fish Creek.

The belt is known as the Bespoke Yachtsman Belt and it has been on my wish list ever since. I finally decided to order one for myself with a customized design featuring the image of my O’Day 222 Swift, the burgees of Cedar Point Yacht Club and Minuteman Yacht Club, and a monogram of my initials M J L in maritime signal flags. Fish Creek belts are handmade one-of-a-kind items and the production process takes about 12 weeks from start to finish. I am looking forward to receiving this item and will make sure to share photos on Ivy Style when it arrives.

I contacted George and Will to request an interview. Here is the transcript from our conversation:

Ivy Style

Thanks so much for the opportunity to learn more about your brand. You are both graduates of boarding schools (Hill School and St. George’s School) and you met as classmates at Babson College. This seems like a story right out of The Official Preppy Handbook. How did your experiences at these schools shape your sense of style?

Fish Creek

George: If you want to make this sound even more cliche, Will and I founded the Club Squash team at Babson College. Preppy style has long been an interest of mine. During my time at Hill I completed an independent study on the history of culture and clothing at boarding schools in the United States. My final project was an in-depth analysis of culture and clothing at boarding school and its influence on society. The project was even featured in Ivy Style back in the day.

Will: I grew up in Newport surrounded by classic New England style. Here, I spent my summers working at the yacht club and at the only store in town licensed to sell Vineyard Vines. This, along with my time at St George’s School, cemented my appreciation for traditional style and the preppy culture.

Ivy Style

Personalized items often make the best gifts, the ones that people remember. Do you find that most of your customers are making purchases as gifts? Or are they buying needlepoint items for themselves? Do you offer Fish Creek gift cards?

Fish Creek

Our products make great and thoughtful gifts. There is a lot of work and back and forth that goes into the design process, where we work with our customers to ensure that these hand-stitched belts truly represent the recipient’s favorite hobbies, places, family, and more. They are a great gift that communicates: “You mean a lot to me.”

However, when you see our product, it is hard not to want one for yourself, and a lot of our customers order directly for themselves. For those who want to gift a belt but want the recipient to get exactly what they want, we do offer gift cards.

Ivy Style

What is the origin story of the name Fish Creek?

Fish Creek

George and I originally started the brand at Babson as Prep Traditions, but life took us in other directions after graduation. A few years later, during a trip to Wilson, Wyoming, we spent long nights by the fire near Fish Creek, talking about reviving the company and taking classic style beyond New England. That moment inspired the name and Fish Creek was born.

Ivy Style

People will inevitably compare your brand to Smathers & Branson. What differentiates you from the competition?

Fish Creek

Smathers & Branson paved the way for needlepoint belts, and we have a huge respect for their brand.

At Fish Creek we’ve built a small team of incredibly talented designers who work one-on-one with each customer to get every detail just right. Every belt we make is fully custom and costs about the same as a ready-made belt from other brands.

At the end of the day, we’re a small business. George and I are involved in every order, and we care deeply about the experience. That personal connection is a big part of what Fish Creek is all about.

Ivy Style

If the ship store at my yacht club wanted to place a bulk order for items featuring the club burgee, would that be possible? Or does each item need to be unique and one-of-a-kind?

Fish Creek

We offer bulk and wholesale rates! Our products can be found at private clubs around the country. You can learn more via our Wholesale Inquiry form.

Ivy Style

What are some of your favorite clothing brands? Any that look particularly good with a Fish Creek belt?

Fish Creek

George: I was fortunate to intern at Peter Millar between my junior and senior year at Babson, so I will remain loyal to them publicly.

Will: I have always enjoyed L.L. Bean and their quintessential New England style.

Ivy Style

There has been a lot of talk about ivy style and preppy style experiencing a resurgence, or a revival. What has been your experience?

Fish Creek

We’ve definitely felt it. When we started Fish Creek, we weren’t sure how wide the appeal for needlepoint belts would be, but the response has been incredible. What’s been most exciting is seeing this style move beyond its traditional strongholds in New England and the South. There’s a growing group of people who are rediscovering the fun and personality of dressing well again. People are ready to move past the all-day hoodie era and bring some character back into their wardrobes.

Ivy Style

Is there anything else about Fish Creek that you would like people to know?

Fish Creek

If you’re curious about designing a belt, we make it easy to get started, no commitment needed. We offer free custom mockups so you can see your idea come to life before placing an order.

And for Ivy Style readers, we’re offering $15 off your next belt with code IVY-STYLE at checkout. The offer’s good through August 14, 2025.