On October 9th, 2021, we launched what was then Just Mystic—a passion project born by the water, inspired by coastal life, simple design, and community. Today, as we mark four years in business, we’re proud to celebrate how far we’ve come, and energized for where we’re headed.

In the early days, Just Mystic was a pop-up shop, and then a single storefront in downtown Mystic, Connecticut. We wanted to create a place where locals and visitors alike could find clean, classic apparel that felt like home. Over time, our vision expanded. We opened a sibling store, Just Portsmouth (at 16 Congress St, Portsmouth, NH) to bring that same coastal aesthetic to new shores.  With two physical locations now anchoring our brand, we also evolved from “Just Mystic” into The Just Brand—a name that embraces growth, versatility, and reach. Today, we offer custom wholesale orders, partnering with towns, teams, events, and businesses to create apparel that celebrates local stories. 

On the digital side, our online store continues to grow. We strive to reach people on whichever coast they may live, exploring both flagship “coastie” collections and town-inspired lines like Mystic and Portsmouth editions.

We wouldn’t be here without you—our customers, supporters, and community. Thank you for believing in a little coastal brand born from a love of place, clean lines, and thoughtful design.

The Just Brand remains true to its roots as a family-run business, founded by siblings Rob Nelson and Amanda Cummings, whose shared love of design, community, and the New England coast continues to shape everything we do.

Here’s to four years of The Just Brand, and many more to come!