The Normal Brand Store
8809 Ladue Rd.
St. Louis, MO 63124
Mon-Fri - 10:00am-7:00pm
Saturday - 10:00am-6:00pm
Sunday - Noon-5:00pm
Four years ago, Jimmy went to buy a shirt, but left empty-handed to a contrived fashion world with a price that didn’t respect hard work. It was filled with clothing that seemed meant for the “exclusive.” Being raised in the Midwest, where your next adventure is never more than 20 minutes away, influenced the need for a functional shirt to fit his diverse lifestyle. In this case, great things happen when problem solvers and problems collide.
When you are raised in a large family of 10 brothers and sisters, you are encouraged to be your own person. Jimmy Sansone expressed to the rest of his family his frustration of trying to find a “normal shirt” and was challenged with the question “What are you going to do about it?”
Brothers Lan and Conrad teamed up with Jimmy and thus began the rebellion against the clothing industry pretense.
The Goal: to create normal clothes – something versatile and durable with a rugged aesthetic and elevated style to give you freedom and restraint from conformity.
We wanted more than a store. We want an experience. We want you to come in and not just shop around, but to hang out and grab a beer with us. Most importantly, we want a physical reflection of our values, our principals, and our background, that you can experience for yourself. We want to give you a sense of who are as a brand.
The goal was to create an overall tone that embodied the core of The Normal Brand. We used a combination of antiques, flags, animal mounts, and pieces of history to create this vision. When you walk in, we want you to feel like you walked into a Midwestern experience.
In order to get that Midwestern, vintage, rugged look, we visited an antique shop and cleared it out. The antiques set the tone for the whole store. To compliment the Midwestern theme, we visited our parents’ living room and picked up some animal mounts that were badass enough to hang up. Big thank you to our family that loves to hunt.
We want everything we do to reflect hard work. This does not fall short from our store. From the shelves and counters to the bar top, everything was hand cut, stained, and distressed by hand. We take pride in the small details because they make the biggest difference.
Probably our favorite part of the store is the hangout bar area. It is for anyone who wants to come in and kick back with a beer in hand. You can take a seat at the bar, or on the couch and watch the game. Either way, we wanted you to feel comfortable enough to be able to come in, regardless if you are shopping or not, and just hang out.
None of this would be possible if it weren’t for everyone out there who supported us along the way. To the ones who were with us when we were shipping out hats from our basement, to the ones who maybe just heard of us on the Internet, we thank you. Without your support and feedback, none of this would even be possible. With everyone joining us, it reminds us that Normal is better.
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.