The Ten Year Cap

For a limited time, get our exclusive 10 Year Cap FREE with any purchase of $250 or more*

Ten years ago today just after midnight a girl named Emma bought the first ever Normal Brand product, a hat. After her, 101 more people ordered. Of those 102 people, 83 of them were either family or close friends. We personally didn’t know only 19 people who bought that day. Our family and friends showed up for us. Without them, we would have no business. We would have a pile of new hats in our parents’ basement and a broken dream. Every year, being able to look back at that day, we are so grateful for those 102 people who gave us the confidence to keep going the next day and the day after that.

*cannot be combined with other coupons, discounts, or rewards points redemptions.

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Watch the Journey

Ten Years in the Making

It All Started in a Basement

Jimmy worked in finance and hated it. He loved one shirt he made – the first Normal shirt. Insanely comfortable, durable, and versatile. He quit his job and moved into our parents’ basement to work on it full time. People loved them.

Lan joined the team

Lan joined that summer after he graduated from college while he was interviewing for "real jobs." He was about to leave for Chicago when Jimmy called our dad and begged him to let him stay. Thank God he did and we started selling to retailers.

next up, conrad

Conrad joined full time after law school and working for the Attorney General's office. He had been with us since the beginning at trade shows and every other event, but now it was official. Our website got much better and we opened a store.

Life is About Taking Risks

Growing up, our dad kneeled at his bedside every night to pray. Our most powerful person showed us the power of prayer. I found this "Prayer for Taking Risks" in a magazine right before I started the company. I kept it in my wallet through the early years - it helped me immensely - and I still read it every day. We want to do our part in spreading the power of prayer.


PRAYER FOR TAKING RISKS

To live is to risk dying. To hope is to risk despair. To try is to risk failure. But risks must be taken because the greatest hazard is to risk nothing. Those who risk nothing, do nothing, have nothing, and are nothing. They may avoid suffering and sorrow, but they simply cannot learn, feel, change, grow, love, live. Chained by their own fears, they are slaves: They have forfeited freedom. Only a person who risks is free. Amen.