The Rivian Hometown Collection began as a concept exploring how merchandise could reflect the company’s roots and its renewed commitment to Normal, Illinois. Rivian had reopened a long-shuttered auto plant, restoring hundreds of jobs and reshaping the town’s future. The collection aimed to acknowledge that moment, celebrating the community, the name “Normal,” and the sense of pride that comes when a place gets a second start.

The design drew from Americana and local history. Much of the typography came from researching old Normal, Illinois yearbooks, leading to a custom script and a secondary angular type style inspired by the town’s manufacturing past. Every piece was created with the people of Normal in mind, something they could wear with pride, grounded in their own heritage as much as Rivian’s story. Hoodies, tees, and caps carried these marks, forming a collection rooted in the character of the town itself.