Here's a couple I like that aren't over-the-top expensive or bespoke:

  - LL Bean
  - Patagonia
  - Everlane
  - Lands End

My general rule of thumb: Try to stick to natural fabrics (cotton, wool, linen) for most things. Synthetics can be good but most are really cheap.

If you're willing to pay a little more, there are some small shops still making stuff in America that you can feel good buying and will last a lot longer than your typical fast-fashion goods.