The King of Casual - Quarter-Zip Fleece

WHEN THE TERM “normcore” first appeared in 2013, its inventors attempted to describe the appeal of apparel that promised “the freedom that comes with non-exclusivity.” Which is just a fancy way of saying that it’s cool to belong.

The fleece pullover is one of the linchpins of this (non) movement, a “supremely utilitarian” garment that exists outside all the turmoil of changing tastes. It’s what people wear when they are comfortable with themselves and their environment.

And as a branding tool, it’s the perfect item to capture the attention of other people, similar in their ease among friends and coworkers, and in their universal desire for comfort and community.