The Virtues of Nantucket’s Murray’s Toggery Shop

Murray’s ToggeryNANTUCKET – A great regional brand can become a national brand if it does one thing really well. Such is the case of Murray’s Toggery of Nantucket, profiled in the men’s style blog Maxminimus.

Writes the expert:  I remember my first pair-I got them long before I set foot on Nantucket and even longer before the internet. My friend here in Old Town; N.S. came home with them and I quickly called Murray’s to order mine. Murray’s has been peddling these sailcloth babies, made in Georgia by the way, since the 1940’s. I like the incongruence of their manufacture in an inelegant rural Georgia plant and the final destination being elegant-preppy-casual-salty New England.


Maxminimus also details the rules of Nantucket Reds, thereby also establishing how place is related to brand value. Part of the allure of a brand comes from where it is made and where it is purchased. How it is purchased is important too; there is not a correct way for all, but instead each brand has its own methods created by the founder.

There are so many of these clothing brands; Eljo’s in Charlottesville has the factor, as does J. Press, as do Birdwell’s Beach Britches.

A great brand is about a great product, sensible pricing, fairness, quality, love, passion, good timing and that certain factor.

About the Author

  • Garland Pollard is publisher/editor of BrandlandUSA. Since 2006, the website has chronicled the history and business of America’s great brands. He has decades of experience across all media, including newspapers, TV, radio, magazines and the web.

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