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Men’s fashion designer rolls out Duluth-inspired fall flannel line
DULUTH — Duluth East alumnus and fashion designer Jason Hammerberg is paying homage to his hometown this fall with his new “Duluth Flannel” line
Seventeen years ago, Hammerberg built a fashion brand called
HammerMade,
which now has eight retail locations across the country
The men’s luxury retailer, partners with select family-operated fabric mills and ateliers across Europe to
Each button-down shirt is made from 100% Merino wool, which naturally resists wrinkles. Shirts are produced in small runs with the goal of creating pieces that look and feel distinct, according to the website
“This season was all about two stories: Lake Como in Italy, and Lake Superior,” Hammerberg said. “In Como, it’s very refined flannels. I jokingly say it’s the flannel that doesn’t work. It’s the flannel that sips a little espresso and looks pretty.”
In contrast, the localized fall line incorporates a lot of home flavor with names like the
which runs a cool $168.50. Hammerberg describes the feel of the button-down as “like wearing pajamas.”
“This flannel is the fun flannel. It’s got the details,” Hammerberg said. “It’s the greatest stretch, right? Like Lake Superior is the greatest lake.”
The seasonal line also features the Split Rock Sherpa Jacket, as well as other North Shore-inspired items to be released in time to haul a Christmas tree from the woods
Before Hammerberg became involved in the fashion industry, he found inspiration in the color palettes of Lake Superior. Now that he resides in Minneapolis and has traveled the world, Hammerberg misses the big lake and the area in which he grew up
“We’d skip rocks over there with my dad,” Hammerberg reminisced, indicating a spot near the Aerial Lift Bridge across the bay
As the youngest of six children, getting new clothes was a special occurrence unless he pitched in. While working in the retail clothing industry, he found he could get new styles at a discount
Hammerberg has come a long way since his first job in clothing — where he learned the hard way never to unpackage a shirt for sizing while covering the evening shift at
Ed Barbo’s Columbia Clothing
on Superior Street
After earning a master’s degree in apparel design from what’s now the University of Wisconsin—Stout Polytechnic, he worked for Dayton Hudson Corporation in downtown Minneapolis
“That was really the learning, growing phase of what it is like to put together a collection,” Hammerberg said
When Dayton’s became Target Corp., Hammerberg decided to branch off. He worked for a series of men’s clothing start-ups before opening his own
The company’s eight storefronts include the Mall of America, Galleria Edina, Ridgedale, Minneapolis-St. Paul Airport and Rosedale Mall in Minnesota, in a mall in Las Vegas, and in the Miami International and Pittsburgh, Pennsylvania, airports
Additional locations are slated to open next spring, including Fargo, North Dakota, and Baltimore International Airport. Hammerberg is also considering a hometown location in Duluth
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