CircleRock’s goal is to create top-quality, made in the U.S. menswear at accessible prices.
If you ask Paul Grangaard of a fond childhood memory, he’ll tell you about the giant red rock sitting in the middle of his Edina neighborhood cul-de-sac. The circle, as they called it, was a community connection spot.
From his first organized baseball game to the annual circle picnic, a lot happened in this little neighborhood circle. So when he was developing a new menswear brand, he knew just what to call it: CircleRock Menswear.
“[The rock] is the first thing I remember being intensely curious about,” Grangaard says. “And I thought a brand that stood for community, curiosity and creativity would be a good brand.”
In August 2018, Grangaard launched CircleRock—a menswear brand focused around quality and made in the U.S. at accessible prices. He had two missions for his brand: to create a superior product at an accessible price and build American jobs. Sport coats, suits, pants, along with dress, polo and rugby shirts are among the custom-made items, all of which are made in the U.S. from premium fabrics and leathers.
“We’re providing great menswear to guys who … have to stop wearing a T-shirt,” says chief marketing manager Rick Dow. “Whether they just got promoted, married or just want to look good, CircleRock is for them.”
The newest addition to the business is CircleRock’s House of Style—a Linden Hills storefront that’s more than just shopping. There’s an open bar and beer garden, plus events hosted at the brick-and-mortar store, including wine tastings and cheese pairings or learning how to make a Moscow mule. Free style consultations also take place “for guys who know they want to up their game but don’t know how,” says Dow. And there’s an on-site tailor, for both women’s (think wedding dresses) and men’s alterations (suits and pants, to name a few items).
Dow says people first hear of CircleRock through word-of-mouth, and that’s exactly how Riverbridge relationship manager Jay Higgins first got word of the brand. “What I like about CircleRock is, in addition to the supreme quality, is the ability to be custom fitted,” Higgins says. “I’ve found that fit that is just right for me … And I know my outfits will last for a long while.”
CircleRock also receives recognition through their partnership with Minnesota United FC (MNUFC)—where they are the official clothier for the team. MNUFC sporting director Manny Lagos says it’s obviously a special and unique partnership. Dow certainly agrees, saying, “The team looks fantastic in the suits, it’s great.”
But the partnership is distinct in itself. Each player had a role in the “storytelling” of the suits, Lagos says. The team was custom-fitted, and they got to choose the design and type of suit. Lagos explains, “The guys are so excited to wear the suits and they are proud. The suits are an extension of our team uniform, because our logo (the Loon) is on the pocket of the suit and their hearts.”
Though CircleRock’s main mission is inspiring men to present themselves well through style and the quality of their apparel, Grangaard also hopes customers will cultivate respect through the brand. “There’s a need for the world today for a more respectful environment and for people to treat each other in a way that makes other people respect them and to give respect,” he says. “It’s a two-way street, and we’re trying to cultivate respect with CircleRock.”