As of press time, local boutiques are in flux because of temporary store closings due to COVID-19. But, it’s nice to still support Wisco-based businesses—virtually. So, show a little love to the Dairy State with a piece from one of several cool, home- grown brands that let you wear your heart—and the state—on your sleeve.

The Midwest Girl® (shopthemidwestgirl.com) was developed by two Wisconsin sisters and has clothing for women, men and kids with cheeky sayings like “Beer Tent Babe” and “Supper Clubs Fish Frys Old Fashioneds”—coined for Wisconsinites’ famous Friday-night outings. Up North Clothing & Jewelry’s (upnorthboutique.com) line says it “captures the spirit and comfort of the Northwoods.” Find shirts for adults, kids and babies (“Call Me Old Fashioned” and “Mama Badger” are among them), as well as minimalist jewelry pieces. Sconnie Nation (sconnie.com) is one of the original Wisco-love companies, having been started in 2004 by two UW- Madison freshmen. Their famous “Sconnie” T-shirts are ubiquitous and they also sell a line of Packers-themed items. Forward Apparel Co. (forwardapparel.co) offers cool Wisconsin-themed T-shirts, hoodies, hats and even a camo windbreaker for a refreshing take on state style. Giltee (giltee.com) was started by a husband- and-wife team and has city-themed tees (like “Tosa” and “414”) and other fun items. Lake Effect Co.’s (lakeeffectco.com) hoodies, tanks (seen above), tees and more have sayings that are a nod to Northwoods and lake life, like “Cabin Style” and “Lake Day.”

Photo: Natural Intuition Photography