Photograph by Kevin A. Roberts
St. Louis native Jimmy Sansone is quickly making a name for himself in the fashion world with his year-old label, The Normal Brand. Locally, the line is available at Saks Fifth Avenue, Dapper Gents, Crescent Coast, Woody’s, and Cha. An Arch Grants recipient, Sansone recently opened an office on Washington Avenue, in hopes of helping revitalize downtown’s once-flourishing fashion district.
Did you always see yourself in the fashion business?
Yes. My grandpa and dad are the two sharpest dressers I know. We were taught that what you wear matters; how you present yourself shows a sign of respect for yourself and people you meet. I also grew up with an appreciation for business. I started my first small business when I was 12. I wanted to buy something at the time, and my dad said, “Get a job.” I was too young, so he said, “Start something on your own.” I had all of these younger brothers and sisters who I had babysat, and I figured we could babysit on a bigger level. So my brother Conrad and I opened a small summer camp, which actually continues to this day.
How did you get started?
I started in my parent’s basement. I would box up every hat we sold with a handwritten note. That got more difficult when we grew, but I still send emails. I get emails from customers every day thanking me for what the company stands for, the quality of the products. People say, “It’s the best gift I ever gave my son,” or, “My boyfriend won’t take it off.”
How did the line evolve?
It was a very purposeful, limited line at the beginning: Henley shirts, polos, button-downs, a pullover sweatshirt. We do a lot of blends, and there’s an element of stretch in most of our goods. There are jersey cottons, combed ring spun, cotton poly blends, a two-color cotton… Our spring line will be two to three times bigger than this past fall, and fall 2016 will be about five times bigger. We will add more styles, more wovens and knits, more T-shirts. And by next fall, there will be outerwear.
What was the inspiration behind the brand’s name?
I was seeing a lot of regional lifestyle brands—ultra-preppy brands from the coasts or the South—and I didn’t get it. So I asked a friend who works in fashion, “Where do I find a normal shirt?” We started talking about what that meant. I wanted something versatile, durable, comfortable—something I could wear in the city and the country. I called them “Normal” shirts. What “normal” means to me is personal; it makes sense to you and doesn’t require a lot of explanation. I saw an opportunity to highlight the classic, Midwest lifestyle.
How do you see the brand growing?
I see a huge opportunity. The middle of the country has long been considered “flyover country”—things are normally designed for the coasts, then trickle into this region. We’re saying there is life to be celebrated here and a particular lifestyle that is relevant.
