New Normal Apparel
Being a former VCU student, I love knowing what's going on in one of the best cities on the East Coast. RVA based apparel company, New Normal, is worth getting to know. Walker Wood, the Marketing Director of New Normal Apparel (& also a former VCU student) was awesome enough to answer some questions about their thriving local business.
Tell us about New Normal Apparel and how sustainability is incorporated into your business.
New Normal Apparel stands behind the belief that consumerism should be more than just a non-personal exchange of merchandise and currency. We want shoppers to adopt new habits by shopping local, shopping American-made and experiencing a personal connection to the item they are buying and who it directly affects. New Normal sources and produces sustainable made in USA apparel. Furthermore, we collaborate with local artists and non-profits to create designs for our apparel that give a percentage back to the community with each sale.
What types of products do you carry?
We carry a variety of men’s and women’s apparel and accessories at New Normal. We are all about elevated basics in soft, sustainable materials. Our American grown and sewn t-shirts feature local artist’s designs and we have a large selection of Richmond related graphics. We also manufacture a line of versatile separates for men and women including tanks, tees, skirts, and pants. We manufacture several handmade accessories in house including wooden eyewear, repurposed jewelry, and American cotton Tote Bags.
What are the Non-Profits you support in the local Richmond area?
We proudly sponsor several Non-Profits in the Richmond area including Highland Support Project, Renew Richmond, and Byrd Theatre Foundation. Each non-profit gets a shirt designed for them and a portion of the sales goes to that non-profit. We also hold a benefit gathering at our studio to raise awareness and funds for each non-profit. As Richmond locals, it is important for us to provide a platform for other organizations to promote local business. It is our belief that we can strengthen our economy city by city with our business model. Once we have a strong core in Richmond, we can expand and establish New Normal in other areas that are in need of the same platform and promotion.
What are the future plans for New Normal Apparel?
We are currently launching our Spring/Summer line and ramping up for this Fall/Winter. We would like to organize several events that promote local businesses as well as bring awareness to eco-fashion and the importance of supporting local. Long-term, we would like to expand our line to other stores along the East Coast and acquire some large wholesale accounts that help grow our business. Furthermore we are working towards expanding the company to offer more jobs and opportunities to emerging artists, craftsmen and entrepreneurs that embody our mission of supporting local economies and culture.