Umbrella Policy
Northwest threads.
By Seattle Mag February 25, 2026
This article originally appeared in the January/February 2026 issue of Seattle magazine.
Nine years after meeting at Bumbershoot, Cam Russ and Marcus McFall launched a clothing company with Northwesterners on their minds. Called It’s Always Wet in Seattle, the line of sweats and beanies is available in colors reflecting the locale—Orca Black, Lake Union Blue, and Cascade White. Fun details include upside-down umbrella zipper pulls (a wink at the legend that Seattleites don’t carry umbrellas), oversized hoods, and hidden interior pockets.
“We saw a big gap in the market for a local clothing brand,” says McFall. “We also wanted to build a company that could get people out of their houses and into a new community doing more fun things.”
It’s Always Wet in Seattle officially launched last November, but in the months leading up to that, Russ and McFall hosted pop-up events, including a peanut butter and jelly party at Gas Works Park, where they handed out free sandwiches. “We love the people in Seattle,” says Russ. “It’s a quirky place, and if, like us, you really like it, you want to find the other people who do too.”
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