The Normal Brand Offers A Fresh Take On Midwestern Inspired Menswear At Crescent Coast

 In Style

Here’s a combination you don’t see too often: fashion produced from the Midwest with the staying power to compete with the ever-changing styles from the coasts. The Normal Brand seeks to be the brand that will offer both.

The recently developed clothing line is set to enter the lineup of casual menswear offered at Crescent Coast after its launch party on Friday, Sept. 25 from 5-9pm. Enjoy food and drink as you shop and meet the men behind these innovative clothes.

Photos courtesy of The Normal Brand

Photos courtesy of The Normal Brand





Inspired by the lifestyle of Midwesterners, The Normal Brand was created to fill a gap in the market. A native of St. Louis, founder Jimmy Sansone described his impetus to start the brand and the influences behind it: “I was frustrated with what was out there. My friends were stuck wearing ultra preppy brands made for other areas of the country—the Northeast, South, West coast … but those lifestyles are different than ours here. I wanted something ‘normal’ or personal to me, my family, and friends in the middle of the country.”

Sansone sure delivered on this front; 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.

Despite their tribute to the Midwest, The Normal Brand garments are far from limiting in their wearability and are designed to be shrewd style choices well beyond the fly-over states. Sansone describes the brand’s logo and this adaptable quality of his clothes: “using a bear inspired by the Missouri state flag as our mark, we created a durable and versatile brand that celebrates life in the Midwest—one that you can wear seamlessly from the city to the country.”

The Normal Brand is set to enter into an already impressive lineup of men’s brands at the store—including AG Jeans, Johnnie-O, Alashan Cashmere, Joe’s Jeans and Barbour—but is the only brand to guarantee clothes with a uniquely Midwestern perspective. For more information about the launch party of The Normal Brand, visit Crescent Coast, and shop with exclusive first picks from the fall collection on Sept. 25.

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