Luke Combs and The Normal Brand are donating all profits from their collaboration to the Barstool Fund to help small businesses in need during the pandemic, including a Normal Brand retailer.

Jimmy, Conrad, and Lan Sansone on Fox and Friends.

The Normal Brand, an apparel clothing store anchored in the Midwest, recently teamed up with Luke Combs, who The New York Times calls, “the most promising and influential new country star of the last five years,” to donate all profits from their recent cap launch to The Barstool Fund. The cap features an embroidered Luke Combs logo on one of The Normal Brand’s favorite cap styles. 

The Normal Brand recently connected with a family owned retailer in Indiana over selling their product in their store: Siebert’s. Siebert’s, which opened in 1922, is one of the oldest family owned and operated retail establishments in the city of Jasper, IN. It was initially opened in March of 1922 under the name “The Modern-Clothes for Dad and Lad” by Cliffort Siebert and his younger brother, Wilbur.

The Normal Brand and Siebert’s originally connected towards the end of 2020 and began coming up with a plan to work together in 2021, but due to the pandemic, nothing was certain for Siebert’s as they were struggling to stay afloat. However, shortly after they rang in the new year, Sieberts’ story took an incredible turn for the good.

On December 29th, 2020, owner of Siebert’s, Jim Siebert, answered an anonymous FaceTime call from Dave Portnoy, “El Presidente” or “Stool Presidente,” of Barstool and creator of the Barstool Fund. Struggling to keep his emotion inside, Jim was brought to tears answering the call from Dave, who called to let Jim know that Siebert’s was one of the businesses the Barstool Fund picked to help them get back on their feet in the midst of the pandemic. Shortly after learning of this generous gesture, The Normal Brand came to realize that they wouldn’t have been able to work with Sierbert’s this year without the assistance provided by the Barstool Fund.

The story gets better. Luke Combs and The Normal Brand didn’t just create a hat together; rather they teamed up with a purpose to support businesses, restaurants, and more that are affected by the pandemic. And to top that off, the Barstool Fund selected one of The Normal Brand’s retailers--Siebert’s Clothing Store--as a business they are going to support during this pandemic.

If you are a small business owner in need of help due to the impacts of COVID, you can submit your application at: TheBarstoolFund.com/apply.