An Unlikely Clothing Brand Sews Up An Untapped Market

An unlikely clothing brand sews up an untapped market.

- Jason Daley

Ask most fashion designers to create a line of clothes for the “Midwest lifestyle,” and it’s likely that they’ll come back with a flannel shirt and a pair of sweatpants with a special pocket for a can of Skoal. But that’s not the image St. Louis native Jimmy Sansone was after when he began conceptualizing a wardrobe that would make sense for the way he lived his life. “The Midwest has a duality,” he explains. “Life happens in the city and the country. I can be downtown now, and 20 minutes later I can be in a duck blind with friends.”