Say our name out loud and you get the city. Look at it written down and you get ALL, sitting in the middle of the word, holding the rest of it up. That is on purpose. This place does not run without everybody in it, so we put everybody in the name.
For a hundred years the region has been described with the same handful of words. Grit. Steel. Snow. Tough. All of it earned, none of it wrong, and none of it the whole story. What actually happens here is quieter and harder to put on a poster: people show up for each other, in weather that gives them every excuse not to.
The mark
A single word set in a high contrast script, the kind of letterform you would expect on something built to last. Nested inside it, in heavy bold, is ALL. It does not sit next to the name and it does not hang off the end. It is carried within it. One house rule, since people ask: that spelling belongs to the logo. Anywhere the word stands on its own in a design, it is Buffalo, the way the city writes it.
City of Good Neighbors is a job, not a slogan
Nobody can point to the day the nickname stuck, but everybody here knows what it means. Two feet of snow falls overnight and driveways get cleared before anyone asks. Kitchens open up. Strangers dig out strangers and then argue about who owes who a beer. That is not marketing. It is a habit the region has practiced for two hundred years.
There is paperwork behind it too. Greater Buffalo won the National Civic League's All America City Award in 1996, and the Buffalo Niagara region won it again in 2002. The award is given for what a place does together, which is the only reason a clothing company would ever bring it up.
Four lines, one brand
ALL Together is the flagship and the mission stated plainly. Royal blue and red, the wordmark, and the things people around here actually say to each other. Nobody eats alone. It takes all of us. Strangers for about a minute.
ALL America City is the landmark line, and every design is one real place. Buffalo City Hall, thirty two stories of Art Deco limestone finished in 1931. Central Terminal, opened 1929, seventeen floors above a neighborhood that still fights for it. Silo City and the Guaranty. Then the towns: the Flight of Five in Lockport, the Riviera in North Tonawanda, Roycroft in East Aurora, the Basilica in Lackawanna, Eighteen Mile Creek in Hamburg, Glen Falls in Williamsville, Eternal Flame Falls in Orchard Park. Each landmark gets its own design and its own story on the Landmarks blog.
the ALL is the quiet line. The mark, and the shapes behind it. One ink on the garment, no landmarks, no slogans. Geometry that belongs to Buffalo if you know where to look.
ALL In is game day, drawn from the region and not from any franchise. The stadium, the arena, the fields and rinks around town, and the things this city says on a Sunday.
How the shirts are made
We print in small runs, on blanks we would actually wear: Bella and Canvas tees in White, Natural and Athletic Heather, sizes S through 3XL. Small runs mean nothing gets made that nobody wants, and they mean we can keep dozens of designs available without a warehouse. They also mean your order takes a few days to make before it ships. We think that is a fair trade.
Nothing here is trying to be a souvenir. It is meant to be the shirt you reach for on a Tuesday.
Say hello
If you have a landmark you want to see in the collection, a line your family says that belongs on a shirt, or a question about an order, email info@buffalloapparel.com. A real person reads it.
Wear the one that is your town. Wear the one that is the whole region. Either way, you are part of the ALL.