Ready for Anything: 5 American Brands That Dress the Part

First, two disclaimers. One, in order to avoid embarrassment and journalistic malpractice, this piece of writing on style will tilt toward the masculine side of things.

Second, it’s written under the influence of a picture of the original, real-deal Eddie Bauer, recently spotted. Here was a guy who could sport a bowtie, a button-down and a snug cruiser alongside fresh-caught winter steelhead and think nothing of it. Those were the times.

Today, looking good while moving around, getting outside and getting things done has become a cultural challenge. Staples like the chino and the polo shirt have been ridden hard, the pleated slack discredited, both sneaker and denim cult-ified. The suit and tie has all but died outside weddings, funerals, court dates and political lecterns. In my part of the country, the Northwest, if you tuck an oxford shirt into jeans with a belt, people assume you’re running for Governor. Outdoors, fleece has been overused and field-and-stream looks have skewed a little too paramilitary.

Let’s not even talk about the airport situation.

Small wonder, then, that a consensus has settled among style-conscious American fellows.

The look was defined by early 2000s style blogs like A Continuous Lean. It shows no signs of fading—perhaps because it grows from sturdy roots. You could call this way “heritage,” because it harks to midcentury natural fabrics and easy swagger. I like to think of it as Kerouac style—a reliance on basic, understated but cool pieces, not overly utilitarian but still ready for almost anything. (And which would work just fine for most coffee meet-ups.)

A lot of brands work in this realm; here are a few that do things notably well.

Huckberry acts as an all-around style guide/men’s magazine of sorts—thank you, thank you, for pieces like “Five Pants Every Guy Should Own,” more useful to me than it should be for any middle-aged, educated professional in 2025, but here we are. As a retailer, the site does focus on Flint and Tinder, a brand Huckberry owns and which provides a rock-ribbed, simple aesthetic. And if you’re going to get a brand/marketing win in this day and age, what better than having Pedro Pascal rock your signature jacket? 

A small brand with roots in Portland, Oregon’s deep apparel heritage revived in recent years on the strength of superlative knitwear and styling rooted in yesteryear work for sports teams and motorcycle clubs. If almost $300 is feeling too steep for the quarter-zip moto jersey, consider the timeless topper: the watch cap, Dehen’s luxe take on the sturdy choice of well-traveled icons from Jacques Cousteau to Ian MacKaye. (Please, do not call it a “beanie.”)

Full disclosure, Faherty and Wildsam are working together on our upcoming travel guide to the shores of Lake Michigan. But as we detailed in a recent profile of the founders, this is a brand born of road trips and surf safaris—too on the money not to mention here. The Faherty style approach is like a great football team, its fundamentals so strong, there’s opportunity for invention. The Breeze shirt is a great example: just a damn good short-sleeve button down, given to flights of fancy with its whimsical, storytelling pattern.

If you love to hike, camp and fish but don’t really love looking like you have a fully stocked bug-out bag back at your fortified compound, consider this Austin-based brand. The Howlers’ Fishing Collection threads the needle between the technical needs of the field and looking, well, normal and cool. A recent collaboration with Toyota produced a crushable capsule collection of overlanding-inspired goods. 

Finally, to footwear. Among the literally endless choices, respect is due to a USA-made brand that goes back to 1905. Red Wing’s “heritage” collection is a strong set—shoes and boots that go with everything. And, most importantly, go everywhere.