Courtesy of The Normal Brand
By Kelly Moffitt
The Normal Brand is making a stand for Midwestern regionalism. When he saw brands like Vineyard Vines, Lily Pullitzer, and L.L. Bean, Jimmy Sansone—a St. Louis native—became frustrated with the East and West Coasts’ influence on the Midwest, so he conceptualized a new clothing line.
“When I looked around, no one was simply celebrating life in the middle,” he says.
So with rustic designs, the Missouri state bear as a mascot, and high-quality, durable fabrics and stitching, Jimmy launched a new clothing line, one that could work in both the city and the country.
“I kept complaining to my friend that I was just looking for a normal shirt and couldn’t find one anywhere,” Jimmy says. “But this brand is less about being normal, as in quality, and more about being personal and understood.”