Gone are the days of hunting for that one unique piece of clothing that jumps out at you as you walk through Nordstrom, Macy’s, Dillard’s, or Bloomingdale’s when you have an hour to yourself on a Saturday morning. Shopping used to be a fun visit to a department store or retailer but has now been replaced by scrolling through Instagram at home. The coronavirus pandemic has shifted how we shop, from exciting in-person finds at retailers to now digital discoveries online. Through eCommerce we can visit our favorite retailers; options abound for what we can view on our phones, tablets, or computers and scroll, click, and buy. Given the current environment, even with so many choices at our fingertips, the thrill of the secret find at a store has disappeared for now.

The thrill of the secret find has been replaced by the elevated best basic find; things that we know we look good in with a hint of fashion. The vintage button on the Henley. The raw edge on a long-sleeved tee. As more and more of us are working from home, we have a new required blend of comfort and style. What can I wear on a Zoom meeting? Not a statement piece that I could wear to the office or studio. A more muted, elevated basic is where the market is going. As we long for the days of hunting for that eye-catching piece, we can take comfort in making better choices on where our fabric comes from and where our clothes are made. They can add as much to our style portfolio and feel good experience as we used to have with the Saturday morning secret find.

At LumberUnion, we have worked hard to make a line of best basics for today’s new American. Our organic cotton is farmed primarily in the Northern California. Our apparel is milled and manufactured in Southern California and is made with plant-based, non-toxic dyes and crafted to last. We are an American clothing company that is doing the right thing. We are here to elevate American design, American cotton, and American manufacturing for everyone.