"We aren’t designers. We are regular guys who had a problem – clothing that seemed meant for the exclusive. We wanted “normal shirts” - something versatile and durable, with a rugged aesthetic and elevated style. We wanted to be comfortable in the city, the country, and everywhere in between. So we moved into our parents’ basement to start this polite (so far) rebellion against pretense. Being anchored in the Midwest, where you are never more than twenty minutes from your next adventure, helps us grow our collection to keep up with everything you want to do in our normal clothes. And with more people joining us, we are feeling like normal is a thing again. But in case we ever lose our confidence, the bear is there to remind us that we have the wisdom and courage of a bear within."


-Brothers, Jimmy, Conrad, and Lan