January 17, 2016


The Evanston Flannel

Premium Co x John Geiger Evanston Flannels

The best thing we can do is make something amazing, whether it follows the rules or not. We want to make something you’re going to love, something surprising, even if it doesn’t fit into what makes sense. And we’re not alone in this.

John Geiger has been a long time supporter of Premium and we’ve always admired his commitment to pursuing creative projects that go against the grain. In that tradition, we knew that if we did something together it would also have to go against that grain, something that we took quite literally.

The result is The Evanston Flannel. Starting with fabrics sourced from Japan, we handed the production over to our factory in LA where we turned the common wisdom surrounding flannels completely around. Rotating the fabric 45 degrees and cutting it against the grain is not something that brands do; it’s not an efficient use of materials, it cuts into profit margins and takes a item that is supposed to be purely functional and turns it into a statement. The change is unexpected, but inherently subtle, and creates movement inside the piece. A third shirt mixes three different flannel prints on different panels of the shirt, keeping the eye moving while staying within a single color family so it’s always an appropriate wear. Playing with traditional directional usage of fabrics offers a new option inside the industry’s established wide selection of flannel shirts for a unique look within tested aesthetics.

Like everything that Premium does, these shirts don’t scream for attention, but like everything John does, they speak with an assertive voice of style.

Limited to only 100 pieces total, the Evanston Flannel will debut at our Pop Up shop in Washington D.C. (RSVP details below). Alongside the flannels, more than a dozen other pieces will make their first appearances, including our Dylan Jacket, Morrison Pant, and a selection of souvenir tee shirts.

We will reserve a small number of Evanston Flannels to be released at our webstore on January 29 for those who cannot make it to D.C.

The Premium Co x John Geiger Evanston Flannel comes in Blue, Red, and Brown. They will retail for $224 and be available at the D.C. Pop Up running this Thursday through Saturday (Jan 21 & 22 7p-12a, Jan 23 12p-8p) at 500 Penn St. NE, Washington D.C.

To RSVP for the Pop Up, Click here.

See you in D.C.