Inspired by 20 Years of Family Memories

Inspired by 20 Years of Family Memories

The Normal Brand @ 2016-04-26 16:27:51 -0500


We are really proud of our Spring/Summer line, the Crystal Lake Collection. Inspired by summers in Northern Michigan, the shirts reflect a level of craftsmanship that goes beyond anything we’ve done yet. We really focused on creating a rugged look with refined details. Comfort was emphasized, and we went to great lengths to pick the best fabrics, trims, ribbings, and buttons. 


We crammed my 9 siblings and parents into a lakeside cottage for the last twenty something years. We spent days on the lake and nights on the beach. We packed light and always wanted to stay longer. We worked hard to make sure our clothes matched this incredible life on the lake.


Our goal: Make the softest denim you've ever felt


We searched for months to find the right factory, and finally found one that could get spandex into a woven good – creating the softest, most giving, comfortable button downs out there. Our long sleeve and short sleeve plaids both feature this stretchy woven. This light fabric breathes well and gives you room to move in the warm weather upon us. We chose a mixture of warm and cool colors to create a balanced look that goes with any outfit.  


All the hard work on these plaids paid off


The button down knit is something we have wanted to do for a while. Imagine your favorite polo. We took that and made it into a button down. We reinforced the collars with hideaway buttons to allow you to wear this to a dressier event if need be. The natural stretch of the fibers hug all the right areas and drape perfectly around your form.


This shirt was made for summer days


The pique polos contain an element of stretch too and are the perfect weekday collared shirt. Garment dyed and biowashed after, they have a worn in feel that differentiates it from your preppy shirts. We introduced a slub cotton for another polo option, and are really happy with the feel of the 100% cotton piece.


Your traditional polo with a major upgrade


All of our Ts are garment dyed and washed over and over for that lived in feel that we have come to be known for.


The entire collection is inspired by a life the lake of ease and comfort. Dress it up or dress it down, The Crystal Lake collection will work for you. We upped our game with this line, but our commitment to comfort, versatility, and durability remain our commitment.

You can view the entire collection here