Things to Buy

Because the Normal Brand Shows That 'Midwestern Fashion' Isn't a Misnomer 

One of 75 reasons we love St. Louis in 2016

click to enlarge Whoever said "fashion" had to be fashion-y? - COURTESY OF THE NORMAL BRAND
  • COURTESY OF THE NORMAL BRAND
  • Whoever said "fashion" had to be fashion-y?

The Normal Brand, created by local businessman Jimmy Sansone, has been taking the country by storm since its creation in March 2015. Sansone was inspired by his in-the-middle lifestyle: his family lived in the city, but spent weekends enjoying the outdoors. He didn't need fancy duds, nor did he find the Nantucket-inspired preppy looks of J.Crew appealing. He just wanted clothing that was ... normal.

Frustrated by the lack of well-made, durable options catering to this lifestyle, Sansone set out to create a clothing line that redefines what it means to be normal, with henleys, flannels, long-sleeved T-shirts. The basics, but with good fabrics.

Roughly a year and a half later his business has taken off, to say the least. The Normal Brand (various retailers; thenormalbrand.com) raked in more than $500,000 in its first year. It's featured in stores from St. Louis to Atlanta to Dallas and now includes a successful college ambassador program. With men's and women's lines, accessories and even a few items for our canine counterparts, this clothing brand is showing that Midwestern fashion is just as versatile and desirable as our way of life.

(Sorry, no information is currently available for other years in this same award category.)

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