For us, this season is all about scope, both expanding and figuring out what our scope actually is. A family business from the beginning, we were pumped to have another brother, Conrad, finally joined us full time this year. Among other things, he brings an attention to detail you’ll see throughout the line (he also brings a law degree…).

Feeling like we have the team we’ve always wanted, we decided to take more control and bring all design and development in house. We hit the road for months at a time and sourced the best suppliers out there – sometimes feeling like we would never leave the factory. Inspired by warm natural tones with splashes of outlandish colors like yellow and mint, this collection’s colors allow us to provide variety and play with classic styles.

Our Puremeso fabric was reengineered for a layering weight used in our crew neck pullover & hoodie, and we expanded our brand DNA development by adding leather to trims for logo placement & zipper pulls.

We expanded to include an outerwear program including heavy knits, Sherpa linings, quilted fabrics, and shirt jackets. 

Learning our scope is also about learning what you like, and exploration of The Normal Brand customer was considered when developing 5 plaid patterns in 14 color ways to let our Normal guy tell us what he likes. Fall 17 was all about making the product line colorful and big to dictate future collection direction based on what you want.

Fall is about every day sensibility, and we think personality is best shown through layers and well placed details. From trims to buttons to embroidery, you can be confident that we appreciate the little things and know they can make all the difference.

We are very proud of this collection, and will be listening to and learning from you. Thank you for supporting us these last two years – the best is yet to come.