About

Founded by Max Wastler in 2008, All Plaidout is a testament to the art of storytelling through the lens of American manufacturing, fashion, entertainment and lifestyle. Recognized for its authentic narratives and unique perspective on quality craftsmanship, All Plaidout has been a source of inspiration and a platform for celebrating the people, places, and products Max cherishes.

Max’s vision for All Plaidout is underpinned by his lifelong study of and passion for aesthetics, embodied by his synoptic comprehension of theatre, cinema, television, literature and fashion, coupled with an organized mind and an entrepreneurial spirit. He navigates the creative and business needs of a diverse client base—from established Fortune 100 companies to emerging startups—with precision. Max's expertise lies in his ability to present products and services in their best light while envisioning and tapping into myriad marketplaces where they flourish.

Journey > Destination

All Plaidout began as humble blogging platform but quickly blossomed into a respected source for deep, genuine narratives about people, places and products that resonated deeply with Max and his audience: an eclectic mix of stories ranging from the craftsmanship behind the iconic L.L. Bean boots to the meticulous details of Oxxford’s handmade suits. It's a treasure trove for enthusiasts of well-made goods and those curious about the latest trends across numerous domains.

Legacy of Innovation & Collaboration

Having spent over two decades at the forefront of brand marketing and narrative craftsmanship, Max has left an indelible mark on brands like Madewell, Patagonia and Basil Hayden's Bourbon. A journey characterized by a series of successful collaborations, several exclusive partnerships and products carry the mark of All Plaidout.

Synthesis of Creativity & Strategy

At the core of All Plaidout is a commitment to authenticity, quality and strategic innovation. Whether reinvigorating legacy brands, nurturing startups or empowering non-profits, Max’s approach is holistic and tailored, ensuring every story and product resonates deeply with its audience. His ability to blend creativity with business acumen has positioned All Plaidout as a pivotal platform for brands seeking to tell their story in a compelling way.

Join the Journey

For a deeper exploration of Max's work and All Plaidout's impact, explore his curated archive HERE. For those ready to embark on a journey where creativity intersects with strategy, Max Wastler offers a unique perspective and a wealth of experience to bring stories to life in innovative ways.

Contact maxwastler@gmail.com.

(Paris, 2022) Beyond his professional accolades, Max is a dedicated husband, stepdad and a fervent seeker of authenticity. Based in the Chicago suburbs, he continues to inspire through All Plaidout and beyond.

Career Timeline 

Speedo (2003-2004)

Madewell (2005-2007)

Patagonia (2007-2008, 2015-2017)

Gitman Bros. (2009-2011)

Basil Hayden’s Bourbon (2012-2016)

Lands’ End (2017-2019)

Domino Magazine (2018-2019)

Maritz (2019-2020)

Aparium Hotels (2021-2022) 

General Motors (2023)