“We decided to tell a compelling background story to go with this company,” Rick explains. “We said, ‘What is Puritan, what is our brand? We have 94 solid years in business and we carry a lot of top national brands, but still, what is unique about the Puritan experience?’ We were looking for an exclusive line, something shoppers couldn’t find anywhere else.”
Following in the footsteps of L.L. Bean, the Chatham Chino Company was born, featuring a full line of well-designed, classic Cape Cod men’s clothing and accessories for relaxed outdoor living. “When we started Chatham Chinos, there was one word that kept coming up over and over—and that was ‘authentic,’” says Rick.
“We started with a men’s line because it was easy for us,” Jim continues. “Chinos were the uniform of the Coast Guard on Cape Cod; it’s an iconic image and one we know. We spent a ton of time researching authentic fabrics and finishes for the fabric; looking at the right zippers. We even went through lots of buttons to get the right ones.”
Jim says that the fit of the Chatham Chinos—which are made with soft, stonewashed, yet sturdy 100-percent cotton twill—was very important. “We worked with different designs to establish leg openings, knee openings; it was a very detailed process,” Jim explains. “Establishing the right fit for pants is the most difficult thing for a clothing company to do.”