Normal Behaviour makes personal accessories and home goods with a focus on versatility and utility. We keep our aesthetic minimal so that our products can seamlessly blend in with your extraordinary style for work, running errands, or even a fun night out.
The concept of ‘normal behavior’ is something we are passionate about, as we strive to redefine Normal for the fashion industry. Fast fashion, by design, breeds waste and exploits humanity. Planned obsolescence of cheap materials and poor construction keeps people in a cycle of buying and trashing. The focus is off of labor in every sense, relying on overseas production where people are exploited and work in a myriad of troubling conditions, where we abroad don’t have to face the reality of the ‘cost of doing business’.
We strive to counteract that in our modest way, by keeping all production in-house, in Oakland California and following a slow fashion model. Directly controlling what we output is really the only way we can ensure quality without compromising our ethics. Plus, we really just love making actual things.
Being Normal
Everyday we work to redefine 'Normal'
Normal Values
Who is Normal?
Heather Van Winckle is a visual artist, sculptor and the founder of normal Behaviour. She is passionate about problem-solving and practicality, and her designs are a reflection of her values.
What started as a leathercraft hobby was formed into a business as a means of counteracting the glut and greed in the fashion industry. From there, a belief was formed that surely a purse could be long-lasting, versatile, and affordable, without exploiting the people who made them.
“Making physical things is a deeply rewarding process as a designer, and allows for direct innovation and refinement of our product line and processes. It helps us reduce our waste and make thoughtful choices about our patterns and layouts. Plus, keeping all production in-house, we can easily ensure our quality without compromising our ethics.”
- Heather Van Winckle
