a clothing store with a variety of items on display
Inside Keys Deep Apparel’s new Islamorada store. CONTRIBUTED

“Live the lifestyle with us” is the tagline of local apparel line Keys Deep, and it sums up the overall product performance, attention to detail and vibe.

The name itself, Keys Deep, is about falling in love with the Keys and was divinely guided to the original owner, founder Keys local Scott Grenfell, along with the entire concept. 

New owner Carlos Lorenzo, who is also a local real estate agent with American Caribbean, purchased Keys Deep from Grenfell in November 2023.

“Scott started the company in 2020 and built the infrastructure as a way to give back to the community. I met him years ago at the farmers market and, over the years, bought seven or eight of his shirts,” Lorenzo said. “The shirts are made in the USA, digital full sublimation versus screen print and offer sun protection — the fit is awesome, never gets hot and feels good.

“When we moved to Key Largo, I saw that Scott lived down the street,” Lorenzo continued. “I had a vision of the brand and I saw that he took down the wrap on his van. Two days later, I learned it was for sale and bought it.” 

In addition to their website and selling wholesale to Robbie’s Marina and Florida Bay Outfitters, Keys Deep Apparel recently opened a retail location in Islamorada at MM 81.6, bayside, next to Martinis Fine Wine & Spirits. The new location also had the help of local interior designer Kelsey Caputo.

“I wanted to put some energy and money behind it. There was something we could create there,” Lorenzo said. “So, I purchased the assets, the branding and the trademarks. I wasn’t trying to change anything. I just wanted to be able to use my skills and relationships to grow the brand.”

Providing known and sought-after products is the goal, as well as continuing to serve the local community. In addition to its growing merchandise line, including hats and neck gaiters, Keys Deep offers Marsh Wear and a new, high-quality sunglasses line called Bajio.

Since the garments are produced in Miami, they can easily offer wholesale and collaborate with various nonprofits, charity events and captains. One example is the cool sailfish shirt designed by Sam Milazzo specifically for Capt. Kieran “Kiki” Ferrer’s fight against pancreatic cancer, in which $30 per shirt goes to help Ferrer.

Carlos Lorenzo with wife, Belkis, and daughter, Amanda. CONTRIBUTED

 “As a Realtor, I love what I do. In addition to the local community work, this is a way to further build relationships and also build a nice platform for my children, Jonathan and Amanda,” Lorenzo said.

Lorenzo is also a three-time cancer survivor with a big heart and a very supportive family, especially his wife, Belkis. He has an innate entrepreneurial spirit and, during our conversation, realized it was also in his genes.

“My dad and grandfather (on my mom’s side) partnered and owned grocery stores until 1992, so I grew up working and helping customers,” Lorenzo said. “My dad would teach me about the cost and how to price products.”

Daughter Amanda Lorenzo has taken on the role of administrator who’s responsible for the majority of things behind the scenes such as orders, managing the website, Shopify, working with the vendors, nonprofits and other channels. She also works on the product alongside Grenfell and newly-added designer, popular local artist Pasta Pantaleo.

“It was a huge success,” Amanda Lorenzo said regarding the store opening. “We’ve been weirdly calm, and it all fell into place. Best sellers were the new black cotton T-shirt ‘The Great State of Keys Deep,’ Aftco products and the lighthouse collection in general from local artist and fishing guide Sam Milazzo. The shirts with watercolor art from artist Fiona Clark are beautiful and also good sellers.

“And seeing Scott so happy and involved is a blessing in itself. I cannot believe we bought this company in November, and we now have a store,” Amanda added. 

Grenfell, who is still involved with Keys Deep, said the opening was phenomenal.

“I was impressed with how it all came out and how professional,” Grenfell said.

The biblical verse from John 21:6, “Throw your net on the right side of the boat and you will find some,” has been a scripture found inside each shirt since the beginning, and it perfectly fits the journey of the Keys Deep brand.

When asked about her biggest surprise with the brand, Amanda Lorenzo said, “It’s a fun surprise to see people out in the Keys wearing our stuff. For a brand like this to grow so quickly and have the support it has, it’s really special.”

Amanda agreed with her dad as he left for the store Sunday morning when he said, “I don’t think what we’ve done has hit me yet.”

“I felt we could make it happen,” Amanda said. Visit Keys Deep Apparel at, Instagram and Facebook @keysdeep or at MM 81.6,  bayside, in Islamorada. Store hours are Monday and Thursday from 10 a.m. to 5 p.m; Friday and Saturday from 10 a.m. to 6 p.m.; and Sunday from 10 a.m. to 4 p.m.

Melinda Van Fleet
Melinda Van Fleet is an Intuitive Energy Business & Leadership Mentor and the owner of Good Karma Sportfishing with her husband, Ryan Van Fleet. She is a speaker, bestselling author of "Confidence Mastery for Couples" and "Life & Love Lessons," and the host of the weekly podcast "The Success Codes Podcast." You can connect with her more at