Midwesterners are going to love that there is finally a brand dedicated just to them. Introducing: The Normal Brand.
The founder is 26-year-old Jimmy Sansone, a Missouri native (and my childhood neighbor), an active outdoorsman and a former investment banker. As Jimmy grew up, he would see his friends wearing brands like Vineyard Vines and Southern Tide, which were started and tailored to the coasts. Having to choose between their many different lifestyles and be limited to just those brands.
Living in the Midwest isn't just one lifestyle—ranging from working in the city, shooting guns in the country, going to the downtown bars, tailgating at the local universities, etc. “When you look around the country," Sansone said, "you don't see brands made for people in the middle of the country." The Normal Brand accomplishes just that.
His first step was teaming up with a longtime family friend and designer, to help create a brand for the people of the Midwest. Using a bear as the logo, they were inspired by the Missouri state flag—reminding Jimmy of his roots. He started with a hat line accessible on his eye-catching website (shout out to the creator), and little did he know, they would be so popular that they quickly sold out—thanks to his nine younger siblings and close friends to help get the word out.
The slogan, “redefining normal," explains the brand in a nutshell: giving anyone the ability to weave in and out of whatever life throws at them without having to change their clothes—who doesn't love that. The focus of this brand is based on three important aspects: versatility, durability and the right fit.
Other than those important aspects, Jimmy finds satisfying his customers with every purchase an important principle for his company. Not only does he connect with his customers through social media, he writes handwritten notes thanking them for every order. A full line is expected to be released this fall and I look ahead to The Normal Brand to appear all around college campuses and take the Midwest by storm.
What makes this brand so unique is that it is designed by and for people in the Midwest, and wearing this brand makes us proud of where we live.
Embrace life in the middle.
For University of Missouri students: Jimmy and The Normal Brand team are heading to Mizzou on Thursday night, April 23rd and will be at Bengals Bar & Grill to promote their products and get the word out.
