The same for the Chance the Rapper-inspired Fozy Sherpa quarter-zip. "We got samples in and I said I don't know if this is our market," he says. "Now it is our second-best seller. The things we are dong are so much different than what everyone else is doing with a standard hoodie. Our pieces are different and setting us apart."
Along with the two main lines each season, Routine places a focus on its "fast fashion," which heavily ties into the MLBPA license the brand just partnered on. With fast fashion, Routine can catch a moment in baseball, such as when Andre Beltre got ejected in the summer for moving the on-deck circle. Routine immediately launched a new shirt about on deck being where the circle is. They also have a popular "No Participation Trophies" shirt based off Bryce Harper comments. "We use our creativity to tie into the license and tie into our edginess," DeGrave says. "We are still different from all the others doing licensed apparel. We are still Routine. It is something different really not on the market."
Routine prides itself on the fast fashion's speed, launching a new product every week or two, catching the speed and tone that larger brands simply can't duplicate, DeGrave says.
Routine decided to enter the license fray as a way to move beyond an ecommerce brand. Instead of starting retail locations, the license opportunity puts products in team stores across the country, as well as on the Fanatics site, getting product in front of people without having to enter the retail side themselves.
Even with the fast fashion and new releases, Routine's history ties to T-shirts and hats. And some of those designs still define a company, such as the "Wendy Peffercorn is a Dime" shirt--an obvious tie to The Sandlot--that has proven a mainstay for years. From the Wendy shirt to chino joggers with a seed pattern pocket lining, Routine aims to embrace the lifestyle of baseball, no matter the life or style.
Tim Newcomb covers gear and business for Baseball America. Follow him on Twitter at @tdnewcomb.