St. Louis Apparel

Recently there’s been a lot of talk about this billboard that a clothing company in LA put up. It’s obviously a publicity play, and it was a good one. The company got a lot of attention and was the number one trending topic on Facebook. I had a chance to look at the company, and I wish them a lot of success.

We were brought up to never root for another's failure. “Someone else’s success does not limit yours” was a principle ingrained in us. This blog is not about one clothing company or another.

The point is to respond to their message: “Los Angeles > St. Louis.”

I won’t deny that LA is a fun city; I’ve been there many times. As a young man, I can appreciate their beautiful people, great sushi, and fun night life. They have incredible weather year round, and it’s not uncommon to see Hollywood stars at your local grocery store. As an enormous Rocky fan, if I saw Sylvester Stallone at the deli ordering some pastrami, I would lose my mind. There is something very cool about that – no doubt about it.

But, after every single trip to the city of Angels, I say to myself, “Get me home.”

Now I’m not a homebody. I’ve been blessed to be able to travel all around the world. I know from experience that some of the prettiest sites, best food, and most enjoyable weather happen in cities outside of the Midwest.

But that doesn’t matter.

When I call for a reservation to a restaurant in the Midwest, I don’t get asked who I work for. When I meet new people at a bar, I don’t get asked what neighborhood I live in. When I pull up to a valet, I don’t get funny looks for driving an old truck. And when I walk into a store with my nine brothers and sisters, I don’t get asked, “Why would your parents ever have so many kids?"

There are some truths in life. People matter. Authenticity matters. Loyalty matters. Honesty matters. Trust matters. Relationships matter. FAMILY matters. The danger with a blog like this or a billboard like that is in painting everything with a broad brush. LA has a ton going for it: weather, beaches, Rocky, raw fish, etc. And I’m sure there are trustworthy, authentic, loyal, honest, family men and women in LA. There have to be.

But I will say this: when it's all said and done, we have the values. And I’ll take that 10 out of 10 times. In the heartland, we help each other out. Our handshakes are as good as a contract; our families are the backbone of our culture; our friends are there for life.

I love living here, and will never move.

Oh yeah, one more thing, keep em – the Rams (and their mustaches) suck.

-Jimmy Sansone, Founder

The Normal Brand


12 Responses

Angel
Angel

March 31, 2016

People Keep forgetting that those of us that were season-ticket holders, we had to pay for Psl license to buy our season tickets.

I don’t see the Rams offerering to refund those PSL’s to the people who helped build a stadium for them to be in St. Louis. All I see is mr Walmart taking more money and trashing those who supported him.. Good luck in LA .. No longer a NFL supporter go Blues go Cards
Danny Sooks
Danny Sooks

March 31, 2016

Thanks for saying this. Thanks

Beans
Beans

March 30, 2016

Thank you COUSIN!

Judy Arnold
Judy Arnold

March 30, 2016

Here, here!! Beautifully, said…love the last sentence. :)

Mitch G
Mitch G

March 29, 2016

RT

Greg
Greg

March 29, 2016

Well said Jimmy! I lived in SoCal for 4 years and loved a lot about it. But there’s no substitute for the Midwest values that you celebrate at The Normal Brand. Thanks for reppin’ us in the middle.

Mitch Meyers
Mitch Meyers

March 29, 2016

Powerful message Jimmy Sansone. I’ve never been prouder to be a Midwesterner!

Ryan Venturi
Ryan Venturi

March 29, 2016

Jimmy-

So very well stated. Pure class, and as a fellow Midwesterner, I applaud your authentic approach to respond while channeling your values. With regard to the values:

It shows in the clothes. The Normal Brand is my new go-to beginning now.

Mighty Proud-

RV

Dave
Dave

March 29, 2016

You’re good people Jimmy!

Tom Shelby
Tom Shelby

March 29, 2016

Well said Jimmy!!! St.Louis is like no other city. We stick together and support one another. While it isn’t perfect, people’s values are in check. My very best friend ( who recently passed) was a St. Louis kind of guy. He and his family loved visiting The Lou. Ted Drewe’s, The Hill, and The Smokehouse were their favorite’s. They took their daughter to her first baseball game, Opening Day. They were speechless. Keep doing what your doing Jimmy. You were raised with FAMILY values, and you can’t buy those!!!

Laurie Schlaefli
Laurie Schlaefli

March 29, 2016

Well, what can be be added? Simple. Pure. Heartfelt. Thank you Jimmy Sansone.

St. Louis = HOME

Tina
Tina

March 29, 2016

Couldn’t agree more! Thanks My Normal Brand for representing our great city

Leave a comment

Comments will be approved before showing up.

Size Chart

The Normal Brand Size Chart

Mens Small Medium Large X-Large XX-Large
Neck 14-14.5 15-15.5 16-16.5 17-17.5 18-18.5
Chest 35-37 38-40 41-43 44-46 47-49
Sleeve 32-33 33-34 34-35 35-36 36-36.5
Waist 29-31 32-34 35-37 38-40 41-43

 

Neck: Measure around the middle of your neck (at the Adam’s apple), keeping the tape a bit loose.

Chest: Measure under your arms around the fullest part of your chest.

Arm length: Bend your elbow 90 degrees and place your hand on your hip. Hold the tape at the center of the back of your neck. Measure across your shoulder to your elbow and down to your wrist. The total length is your sleeve length.

Waist: Measure around your natural waistline, keeping the tape a bit loose.