Wearing sturdy work boots, rugged bluejeans and waxed canvas jackets that Paul Bunyan could only have dreamed of, the guys streaming into BlackBlue men's clothing shop in St. Paul looked every bit the classic American archetype. (Think James Dean or a young Steve McQueen.)
But they weren't necessarily trying for a retro look.
For a few years now, the men's fashion industry has been turning up the heat on tried-and-true brands, many of which happen to be based in Minnesota. Now guys from the streets of New York City to the runways of Japan are emulating a look that just comes naturally for Minnesotans.
The look, called "urban lumberjack" or "American heritage classic," is characterized by those familiar items often worn by grandpas across the state and manufactured in our back yards: Red Wing work boots, Bemidji Woolen Mills buffalo plaid flannels and Duluth Pack canvas bags.
"We're seeing this look all over the place right now," said Mike Ader, better known as Mustache Mike, who recently opened MidNorth Mercantile, a vintage men's shop in Minneapolis' North Loop. "At times, Minneapolis can be way behind when it comes to fashion. With this whole heritage trend, we're leading the pack."
That look will be prevalent this weekend at NorthernGRADE, an annual celebration of American-made goods that brings together boots and jeans makers, as well as artisans who craft canvas bags, leather accessories and furniture.
Style transcends age
American heritage style, like the slow-food movement, urges consumers to think about where their clothes come from and how they're made.
And, on the heels of a recession, more Americans seem willing to invest in classic pieces that are made to last a lifetime, rather than picking up "fast fashion" items that quickly go out of style.
