Fashion has long been a statement about the individual. Whether it's an Armani suit or ironic tee from the local thrift store, what we wear says something about ourselves. In Michigan, the latest fashion trend has been about pride.
Justin "Bugsy" Sailor, founder of Yooper Steez in Baraga, was inspired to create his collection of local-themed shirts following a nationwide trek between the fall of 2006 and fall of 2007. "I visited all 50 states, staying with strangers in each," he recalls, documenting his travels on a blog called
Hometown Invasion.
"With no intention of it, I collected nearly a tee shirt from every state, and then the conversations started." Folks in Tennessee commented on his Vail, Colorado shirt. In Alabama, locals took notice of his Stillwater, Oklahoma tee, and his Michigan State shirt caught the eye of Californians. "It goes on and on, and these conversations started because people would ask me if I was from there, and had I been to those locations."
The end result was
Yooper Steez, an Upper Peninsula pride tee shirt company launched in January 2008.
"I hadn't a clue what I was doing," Bugsy recalls. "At the time, I didn't know if it would take a few weeks or a few years. It was a risk based on the feeling that I knew there were others like me, who loved the Upper Peninsula, and wanted to tell others about it, whether in Michigan or across the country or world."
Lance Hill, founder of
High Five Threads in Traverse City, shares similar sentiments.
"Our 'Michigan Hands' logo is an ode to the Michigan map we all carry with us, our Midwestern manufacturing roots, and the great state we live in that Michiganders have built with their own two hands," Hill explains. "We celebrate the people, places, and things that make America's High Five the greatest place to live, and we always remain steadfast, providing only American-made products and only premium customer service."
Hill's journey into hometown pride apparel began over a decade ago, tired of everything having either cherries or a play on the "Up North" look.
"We developed a sort of brand associated with our home roots, and our love of business and entrepreneurship," he recalls. "We referenced our youthful projects, events we hosted, and the group of friends we maintained as 'Deuce Thirty One,' a play on the Northern Michigan area code 231."
He calls the early brand a "stamp on our lifestyle and passion." Needless to say, it didn't take long for the 231 shirts to sell out, hinting to Hill an opportunity to expand. "The desire and dreams were in place, and once a location was established, the designs and distribution followed."
Customers, for their part, have responded with in-kind enthusiasm.
Scott Martin, owner of Ishpeming-based
Martin Sports Apparel, specializes in school spirit apparel--varsity jackets, athletic socks, and uniforms for seasonal sports. He has always had some sort of U.P.-themed apparel in his stock, but recently made the move to expand that portion of his business.
Martin says his shop did $12,000 in business during their first year in 2008, working out of less than 200-square feet. Only four years later, they did $250,000 in sales after moving to a 6,000-square foot building, including a 2,000-square foot, fully stocked showroom.
"The showroom is our crown jewel," says Martin. "It allows us to size a team for a perfect fit when they order without waiting for samples."
Their success has led to a new line of Upper Peninsula themed apparel called
Great Lakes Clothing Co. From shirts to hats to beanies--all showcasing the Upper Peninsula or its familiar area code, 906.
Hill, whose shop is located in the Grand Traverse Commons, says success came quickly following their official launch nearly two years ago with 10 original tee shirt designs.
"Within weeks, we were selling out," he recalls. "The demand quickly exceeded expectations, and with peaked interest, our ideas were brewing constantly for ways in which the business could grow in size and selection."
Soon, High Five Threads found themselves collaborating with local artists and merchants to bring unique, custom products into the store. It was part of a goal to support local vendors and small town businesses. "Our focus is on bringing both the essence and ideals of Michigan to products that anyone and everyone want to wear, use, and gift to their friends and family, near or far."
Bugsy, on the other hand, has measured success by reach. After launching with an initial batch of 100 shirts, he set a goal of selling to every state in the country.
"I had shipped multiple orders to every state while South Dakota still lingered," he recalls, noting an order from the Mount Rushmore state did eventually come in. "Another fun goal was to have our shirts photographed on all seven continents, being worn by customers," he says. "To my surprise, the first six continents came in a hurry, but Antarctica was no easy task."
This past November, Bugsy received their first photo from the frozen continent. Another followed just three months later.
Typical of the Michigan pride each clothing company has embraced, all encourage travelers to stop by.
"We're getting ready to launch some new stuff for the upcoming summer season, as well as a couple of collaborations with other local companies," notes Hill, encouraging visitors to follow the local events they routinely host at their retail location.
Likewise, Martin promises "unbeatable" customer service and craftsmanship for travelers near and far. Bugsy, meanwhile, hopes to see fellow Yoopers stop by and say hello.
"The most enjoyable aspect of Yooper Steez is corresponding with like-minded people all across the world."
Joe Baur is a freelance writer and filmmaker based in Cleveland. He's also the Sections Editor of hiVelocity. You can contact him at joebaur.com.