Alum brands his own St. Louis style

That’s Jimmy Sansone (BSBA’10), in the photo above with his brother Lan. Jimmy is the founder of The Normal Brand and Lan helped him start the company. The brand is barely two-years old, but creating quite a buzz. As part of Olin’s holiday Shop-A-Thon, Jimmy is generously offering a 10% discount on orders for WashU alumni.

Use the code WASHU at checkout at

Sansone founded The Normal Brand in 2014 when he saw a need for a “normal” shirt, something he could wear from downtown St. Louis into the country after work. For Sansone, “normal” doesn’t mean mundane or average, but instead it means something personal and understandable: something you know and get.

The brand has grown to include women’s clothing, hats, backpacks and even dog beds and leashes that all aim to “celebrate life in the middle.”

In 2015, The Normal Brand received an Arch Grant and, this year, Sansone was named one of the St. Louis Business Journal’s “30 Under 30.”

Although the fashion world typically operates on the coasts and trickles to the Midwest, Sansone is proud to be creating a standard that starts in the middle and trickles to the coasts.


Photos courtesy of The Normal Brand

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