At Northern Classics, we believe in adventure, quality, and timeless style. But what's the story behind the brand? We sat down with founder and CEO, Kristin Ruud, to talk about the inspiration, challenges, and journey of launching a kids' outerwear company that blends function with quiet luxury.
What inspired you to start Northern Classics?
I had always wanted to start something. In college at the University of Michigan, I pursued a finance degree because it felt like the safer route, but deep down, I knew I had a creative side. I wanted to merge creativity with the structured, operational side of running a business. So, I was always on the lookout for ideas.
In 2018, I had boy-girl twins, and as their first winter rolled around, I struggled to find kids' outerwear that I truly loved. That’s when I saw the opportunity to reimagine winter gear for children—something both functional and stylish. It was the combination of that personal need and my natural entrepreneurial drive that led to the launch of Northern Classics.
What were the biggest challenges you faced starting out?
My biggest challenge was my lack of experience in the apparel industry. I didn’t know anything about manufacturing, tech packs, or sourcing fabrics. Even the terminology used in textile design was new to me. When I started reaching out to factories, they would ask questions, and I wouldn’t always know how to answer.
I really learned how to be comfortable with being uncomfortable. I asked a lot of questions and learned along the way. I was also fortunate to find a local designer who had experience in apparel manufacturing. She worked at Wolverine Worldwide at the time and helped bridge the knowledge gap. She’s still with us today as our lead designer, working as an independent contractor. I give her my ideas, and she brings them to life using design software.
How did you decide what you wanted to design and sell?
It really came down to seeing a need in the market. I didn’t consider myself a designer, so I wouldn’t have had the confidence to start this without identifying that gap. I saw that there was room for something different—high-quality, beautifully designed outerwear that wasn’t overly sporty or covered in loud prints.
We're at an exciting point as we expand beyond winter gear. While we've made our mark in technical outerwear, we're now exploring ways to create pieces for every season. Launching a new line presents new challenges, but we're eager to grow beyond cold-weather gear.
What skills or experience do you think are most important for running a successful fashion business?
If you want to start any kind of business—especially a fashion brand—you have to be comfortable asking questions and admitting what you don’t know. I’ve learned that no one has all the answers, and the best thing you can do is stay curious and keep learning.
There’s also an element of "fake it till you make it." When we launched in fall 2022, I had imposter syndrome. I kept thinking, "Who am I to start a kids' outerwear brand?" The technical side—waterproofing, breathability, durability—was especially intimidating. But we did extensive lab testing before launching, and as customers started using our products, I gained confidence. Now, I can proudly stand behind our brand and its quality. It’s important to own your vision and sell it with conviction, so others will believe in it too.
What advice would you give someone who wants to start their own fashion business?
If you have that entrepreneurial itch, don’t ignore it. For me, the desire to create something wasn’t going to go away until I actually did it. And once you start, there are so many small wins along the way that make it all worth it.
I remember when we launched, my friends were incredibly supportive, and our first sales came from people I knew. But the real magic happened when I started seeing orders from people I had never met. That’s when I knew we had created something special—something people truly wanted.
If you’re thinking about launching a brand, my advice is simple: go for it. Start sourcing, start prototyping, and be prepared for setbacks. It takes hard work, but the reward is incredible. Seeing your vision come to life—and knowing that people love and use what you’ve created—is an amazing feeling.
Northern Classics started with a simple idea: to create beautiful, functional outerwear for kids. Thanks to Kristin’s vision and determination, it has grown into a brand that redefines what children’s outerwear can be. We’re so excited for what’s next—stay tuned for more adventures!