The Flannel. It’s the unofficial uniform for lumberjacks and grunge icons. Crossing seas, centuries, and subcultures, the Flannel has woven itself into the fabric of workwear and high fashion with equal acclaim. (Literally.)
What makes this seemingly simple button-down so distinct? It’s authentic, rugged, and easygoing appeal.
The Anatomy of a Classic
- Soft, Brushed Fabric
- Plaid or Tartan Pattern
- Spread Collar
- Chest Pockets
- Button Front Closure
- Long Sleeves
- Relaxed Fit
European Origins
As the Industrial Revolution spread throughout Europe, so did the popularity of this versatile cloth.
- Wales: The Welsh are often credited with pioneering the production of flannel, spinning fine yarns into dense fabric ideal for the region's harsh climate. Originally crafted from wool, Welsh flannel was beloved for its steadfast durability.
- Scotland: By the 19th century, Scottish textile mills had begun adopting flannel weaving techniques. They introduced plaid patterns, giving birth to the iconic tartan designs we associate with flannel today. Though tartan and plaid date back centuries, their application in flannel fabric added a new dimension.
- France: The French adopted flannel around the same time, calling it flanelle. Artisans utilized flannel for refined, tailored garments, helping introduce a fabric associated with practical workwear into the everyday.
Crossing the Atlantic
As European colonizers ventured to North America, they brought flannel with them, establishing it as a pioneering essential.
- The American Frontier: An easy favorite among trappers, farmers, and loggers, flannel’s insulating properties were a godsend on long days spent in the cold, and its softness was a welcome reprieve from the rougher woolen fabrics of the time.
- Canada: Across the northern border, Canadian lumberjacks embraced flannel, cementing the image of the rugged woodsman dressed in plaid. Canadian logging companies produced versions of the flannel shirt, with thicker fabrics and distinctive red-and-black buffalo check patterns, giving rise to the iconic "lumberjack shirt."
A Working Class Staple
Throughout the early 20th century, flannel shirts remained firmly planted in workwear. Their practicality and warmth made them indispensable to factory workers, miners, and farmers across the U.S. and Canada. Flannel gained a reputation as the go-to shirt for anyone working outdoors or in challenging environments.
Yet, the flannel shirt wasn’t just for labor. Its affordability and durability made it a wardrobe staple for working-class families, a symbol of practicality and modest living.
By the mid-20th century, flannel gradually climbed into mainstream fashion. In the 1950s and 1960s, outdoor brands like Pendleton and L.L. Bean started producing higher-quality flannel shirts, offering the same rugged look in finer, lighter fabrics. These elevated adaptations asserted flannel as a casual wear staple — not just the working man’s uniform.
Then came the 1990s, and with it, the rise of grunge culture. (Alexa, play “Smells Like Teen Spirit.”) Suddenly, the lumberjack had competition.
The Grunge Revolution
In the early '90s, flannel became an iconic symbol of the grunge movement, worn by musicians like Kurt Cobain of Nirvana and Eddie Vedder of Pearl Jam. Flannel’s association with the music scene skyrocketed as young people adopted the shirt as a statement of rebellion against polished, mainstream fashion. Thrifted, oversized flannel shirts, paired with ripped jeans and combat boots, defined a generation.
This pivot has inspired decades of designers. Brands have reimagined flannel in modern fits, fabrics, and patterns. Some offer flannel shirts geared toward outdoor adventurers, while high-end designers utilize flannel in their runway collections.
The Legend™ Sweater Shirt
Still, the flannel has stayed true to its roots. It’s warm, rugged, and adventure-ready. It’s self-expression and functionality in one.
A legacy that enduring should be upheld.
Mike Faherty, Creative Director, didn’t just want to reproduce the traditional flannel—an icon at least 300 years in the making. He wanted to create the softest shirt in the world.
It took our team almost 3 years to perfect our proprietary Legend™ fabric, but every setback was worth it.
The Legend™ Sweater Shirt is versatile and impossibly soft. It’s woven from responsibly-made fibers with a four-way stretch that moves with you. Warm yet breathable, it’s perfect for layering or wearing solo.
Whether you wear it to a work meeting, a concert, or on a fishing trip with friends, we hope you feel connected to the generations before.
Share