HammerMade Launches Duluth Flannel Clothing Line

The fashion brand expands its collection with a new line inspired by the landscapes of Lake Superior and Lake Como.

Updated on Oct. 16, 2026 in Fashion

Flat opaque gouache-painted illustration of a folded flannel shirt and sherpa jacket, representing the new Duluth Flannel clothing collection. — Minneapolis-based retailer HammerMade has launched its Duluth Flannel collection, featuring fabrics sourced from European mills and inspired by regional landscapes. AI Illustration. Upload story photo >

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Minneapolis-based retailer HammerMade has officially released its new Duluth Flannel collection. The line features pieces such as the Superior Stretch Flannel shirt, which draws design inspiration from the geography of Lake Superior and Italy.

Why it matters

This launch marks a strategic expansion for HammerMade as it continues to grow its reach beyond its existing retail footprint. The brand emphasizes craftsmanship by sourcing fabrics from family-operated European mills.

The new Superior Stretch Flannel shirt is priced at $168.50, and the brand exclusively utilizes 100% Merino wool for its shirt manufacturing. The retailer currently maintains eight store locations across Minnesota, Nevada, Florida, and Pennsylvania.

The players

Jason Hammerberg

He is the founder of the fashion brand HammerMade.

HammerMade

This is a Minneapolis-based fashion retailer known for small-run apparel and European manufacturing partnerships.

The details

Founded 17 years ago, HammerMade focuses on small-run production and partners with European ateliers for garment fabrication. The new collection also introduces the Split Rock Sherpa Jacket alongside its signature flannel shirts.

HammerMade was established 17 years ago.
The Duluth Flannel line was released in the fall of 2026.
Additional retail locations are scheduled to open in spring 2027.

Culture Shift

The fashion industry is currently seeing a pivot toward localized and thematic branding as retailers seek to build deeper connections with specific regional identities. HammerMade positions itself within this movement by grounding its latest aesthetic in the heritage of the Great Lakes.

Shoppers can now access the new collection, which emphasizes high-quality materials like 100% Merino wool. Those interested in the brand should monitor upcoming store openings in new markets to see if physical locations will arrive closer to their area.

The takeaway

Retailers continue to differentiate themselves by focusing on high-quality fabrics and regional storytelling to attract discerning customers. Consumers looking for durability in their clothing should prioritize brands that emphasize specialized material sourcing.