Why We Chose "Tradesman": Honoring America’s Working-Class Heroes

In creating our latest flannel collection, we didn’t just design another shirt—we set out to capture the spirit of America’s hardworking backbone. The name "Tradesman" was chosen with purpose. It’s a tribute to the men and women who have built, shaped, and strengthened this country from the ground up. From bustling construction sites to custom garages and barber shops, tradespeople are the ones who create the world we rely on every day.

This message is represented not only in our flannels but in the people who wear them. Our models for the Tradesman Collection are more than faces—they’re real tradespeople who live and breathe the blue-collar lifestyle. Frank, for example, spends his days working on motorcycles in a Vicla shop, welding and customizing each piece with precision and grit. When he’s not creating art on two wheels, he’s a skilled barber, shaping styles with the same dedication he brings to his builds. Scarlett, meanwhile, is a proud barber shop owner who has built her business from the ground up, embodying the same precision, artistry, and determination that we admire in all tradespeople.

These real-life heroes remind us that blue-collar workers are the backbone of America. They’re the ones who take pride in building, crafting, and creating with their hands—who aren’t afraid to get a little dirt under their nails in the name of hard work and passion. The Tradesman Collection was designed with them in mind, using only high-quality, durable materials made to withstand a true day’s work. The black-and-royal blue colorway is a nod to the iconic “Lunch atop a Skyscraper” photo, capturing the same spirit of strength, resilience, and unity found in our nation’s blue-collar roots.

And this is just the beginning. We’re proud to announce our upcoming, much-awaited Blue Collar Series—a collection made to celebrate the timeless, hardworking spirit of tradespeople everywhere. Stay tuned because you won’t want to miss it. 

Thank you to the tradesmen and tradeswomen who continue to shape our world—this collection is for you.