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Midwest Apparel

Because The Normal Brand Shows that 'Midwestern Fashion' Isn't a Misnomer

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Redefining Normal: a Q&A with The Normal Brand founder Jimmy Sansone

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Local Brothers Make a Big Splash in Lifestyle Apparel.

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Is U.S. Retail Dead? Definitely not.

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The Normal Brand celebrates National Puppy Day with shelter donations on March 23.

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This St. Louis fashion hottie will do whatever it takes to get a date with J.Lo.

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J.Lo loves Jimmy Sansone's clothing brand.

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All-American hunk responds to J.Lo with hilarious video: "I Just Need One Date"

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Sansone's Normal Brand in Entrepreneur Magazine.

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How an unlikely clothing brand is sweeping up an untapped market.

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The Normal Brand: simple and straightforward fashion.

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The fall collection features comfortable and durable henleys, polos, pullovers and button-downs, simple silhouettes that speak to the laid-back and unpretentious values that Midwesterners are proud of.

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The Normal Brand, a St. Louis clothing and accessory line.

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“I said to a friend, ‘Where do I get a normal shirt?’ ” Mr. Sansone says—and the brand was born.

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When I looked at what my lifestyle was really about, it really is just a classic, mid-west lifestyle.  And I saw there was  good opportunity to identify with the middle of the country and create a brand that stood for it.

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The story of the brand quickly spread, as well as those of his nine younger siblings, onto a national audience--with celebrities like Jon Hamm and Chris Long donning the gear.

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The clothes reflect that city-country type of lifestyle that is not only in St. Louis, but also in a lot of Midwestern cities.

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Living in the Midwest, I think, is something to be celebrated.
The son of a family known across the metro for real estate is launching a clothing line that aims to be a major casual brand for Midwesterners.
Not six months ago, when Jimmy Sansone was planning the launch of a new clothing line aimed at the Midwestern fashion consumer, he expected his new company to make $70,000 for the year.
Learn how Jimmy Sansone is reshaping the clothing industry. 
More often than not, “flyover territory” is influenced by coastal trends. But earlier this year, recognizing the need for “The Middle” to define a style as versatile as the lives of the people who live here, Sansone created The Normal Brand as a lifestyle apparel company.

It isn’t showy or ornate. Not a single stitch is ostentatious, and it couldn’t be further from flashy.

This collection is, plain and simple, normal. Turns out, there’s a market for that.

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Jimmy Sansone (BSBA ’10) founded The Normal Brand clothing line, focusing on versatile, durable Midwestern apparel and accessories for men and women.

Go with something unique and stylish to replace that crusty canvas laptop satchel? Sure. This leather backpack has a slot for a laptop and a tablet; it's rugged enough for daily use.

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Made from water-resistant waxed canvas and durable leather, The Normal Brand's stylish pack ($199) will keep gear safe and secure whether you're on the trail or in the airport on business.

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This up-and-coming company caters to the comfortable and active lifestyle of Midwesterners. From button-downs, T- shirts, tanks, bags and hats, The Normal Brand is the perfect gift for your hard to buy.

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The Normal Brand’s largest marketing tool is social media. In about six months, The Normal Brand’s Instagram account has acquired nearly 2,000 followers. St. Louis-native actors and professional athletes have posted pictures in their Normal Brand gear using the hashtag “#mynormalbrand."

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The Normal Brand Backpack has pockets for a tablet, laptop, and is water resistant. We can’t think of a better bag to bring on a business trip or highly-anticipated vacation.

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The raglan henley comes in heather grey and stone. The Normal Brand raglan henley is made for the Midwest: versatile, durable, with all the right details...

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Having worked in and studied retail, I know a quality garment when I feel one, and their stuff in on point- not to mention priced exceptionally well for the quality.

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SEEN: Knit button-ups that look sharp and move with you. Available in Spring '16 from 

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Guzzle like an American colonist—a thirsty pioneer of this great country—because The Normal Brand (which mostly sells clothing) has rolled out an awesome-looking copper mug.

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"I started this company because celebrating life in the middle is personal to me." - Jimmy Sansone

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The Normal Brand leather backpack is one of the most versatile bags on the market, capable of traversing country settings, as well as urban environments.

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The slim cut cotton twill button down has a silicone finish and bio-polish for a buttery feel. It was woven from two colors - navy and brown - to give it a deep midnight look, and the chestnut corozo buttons really bring out the brown undertones.

read the Gazelle West article

read the Gazelle STL article (pg. 67)

The Normal Brand is far from normal. The only thing “normal” about this brand is that the normal man can wear it and pull it off.

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Take a look at The Normal Brand's Two-Toned Button-Down

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Men no longer have to search for that perfect holiday shirt. The Normal Brand has a unique product that could be exactly what you need.

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See how Taryn Schaefer, host/anchor for CBSSports.com and St. Louis sports supporter, celebrates Life in the Middle.

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Julia Christensen sat down for lunch with The Normal Brand during her Blogger Adventures of the 2015 Saint Louis Fashion Week.

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