Midwest: Wear Your Story
Midwest is a clothing brand that blends the grit of Indiana’s workwear culture with the sophistication of New York fashion. Inspired by the uniforms my parents wore—blue duck canvas shirts with stitched name tags like "Jarvis"—Midwest reimagines workwear for a modern audience, turning everyday resilience into elevated, customizable style.
At the heart of Midwest is a commitment to individuality. Every piece of clothing comes with a unique feature: a tag that doubles as an iron-on patch of the Midwest logo. Attached where a traditional tag would be, this patch can be ripped off and ironed onto the garment (or anywhere else), allowing the wearer to make the piece truly their own. This feature transforms each garment into a blank canvas for self-expression, inviting the owner to take ownership of their style while nodding to the personalization found in workwear name tags.
The designs draw heavily from the rugged aesthetics of the Midwest—durable fabrics, utilitarian cuts, and a minimalist palette influenced by the automotive industry, basketball culture, and the stark beauty of Indiana’s "nothingness." These elements are balanced with elevated details like tailored silhouettes, premium materials, and industrial-inspired finishes, creating clothing that feels both grounded and aspirational.
Midwest isn’t just a brand; it’s a wearable story. Each piece pays homage to the hard work, creativity, and adaptability of the Midwest while embracing the innovation and luxury of New York. It’s a brand for those who find beauty in contrast and take pride in making something their own.
Crafted in New York but inspired by Indiana roots, Midwest bridges the gap between practicality and luxury, tradition and individuality. It’s more than clothing—it’s a reflection of where we come from and what we choose to make of it.
CREDIT
EXECUTIVE CREATIVE DIRECTOR: HAYDEN JARVIS
DESIGNER: HAYDEN JARVIS
MOTION DESIGNER: HAYDEN JARVIS | JOHN PAUL APONTE BARRIERA
COPYWRITER: HAYDEN JARVIS
