In the Summer of 2011, the idea to launch a clothing brand (and now digital magazine) dedicated to baseball and the lifestyle surrounding it, began to take shape.
Out of necessity.
We were sick of wearing boring corporate tees of our favorite MLB teams or wearing brands that we didn't identify with. Sure we're fans of the game... but, first and foremost, we're baseball players. There was this gap in the streetwear scene that was ignoring us. Why? Because baseball is boring? Because a sport with the title of 'America's Pastime' is too old and bland? Stereotypes spewing out of the mouths of people who didn't get it. So we stopped asking them, why? And started to ask ourselves, why? Why can't we have our own brand? None of it made sense. So, we took matters into our own hands and went searching to see if others felt the same way. Needless to say, the baseball community has spoken. We literally started out of a house basement with a few tee designs all jammed into a couple boxes that sat on an old college futon. We launched our terrible website and made our first sale. We looked at each other like... now how the hell do we ship this thing? No lie. Lots of blood, sweat, and beers later, we get to come to work in a big warehouse where semis are dropping stuff off and picking things up every day. A far cry from the '97 rusted out stick shift Jetta we used to bum packages to the post office in while in Chicago (we have some great stories with that thing). We also get to work with some amazing people from all over the baseball world on a daily basis and are building an equally amazing team at our HQ. It's been an amazing ride and we're forever grateful that the baseball community rallied behind us and continue to do so. Our passion for what we do won't accept anything less than 110% and we hope it shows.
This is Routine......Chapter 1
How about Chapter 2?
After disrupting America's pastime since 2011, it was clear that our work had only just begun! A desire to take our game plan of Honoring the Past and Disrupting the Future to other communities was eating at us. While our roots are deep in baseball, it was time to start the next era of Routine.
A Culture-Obsessed Streetwear Brand -- Inspired by Sport, Designed for All on a clear mission to Honor the Past and Disrupt the Future!
With our new mission it was clear we needed a new banner to unite under and guide us on our path to bring the essence of streetwear to new communities through stylish product and impactful storytelling.
In essence, a trademark is the heart of a company. It's a brand identifier. Like most, this is what will identify the next chapter of Routine. But we aren't like most as you can tell. We have a knack for going left when most go right and for flipping the script, and not just to be different, but to find a better way to do things for our fans. That's what it's all about. It is easy to lose sight of the past when you play the game this way, but not at Routine. We honor the past because, without that, we would never have a chance to disrupt the future.