It’s no secret that I have a lot of love for the city of Milwaukee. I have debatably overdone it by wearing multiple Milwaukee apparel items at one time (a hat, shirt, and even a hoodie… essentially making me a walking billboard for the city).
Read: 25 Milwaukee Area TikTokers
Over the years I have acquired quite a few clothing items, many of which are included on this list. There are certainly a few local brands missing from my closet but included below nonetheless.
The commonality between each brand is that they offer Milwaukee apparel that represents the city (among other options). This isn’t a ‘ranking,’ rather, it’s listed in reverse alphabetical order, I’m a sucker for a countdown.
10. Wiskullsin (IG: @Wiskullsin)
Shop Online: Wiskullsin.com
I’m almost certain that this is the first brand that I bought local apparel from over 10 years ago. Back then it would have been a blue “Good Times Great Lakes” shirt and a yellow “Four One Fuckin Four” shirt. I have since also added a green Wiskullsin shirt with the basketball within their infamous design. I still remember when founder Joey Wiz hosted an event where they screen-printed clothes and tattooed their Wiskullsin logo on willing guests. No, I did not get tatted, but it was tempting.
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9. Unfinished Legacy (IG: @UnfinishedLegacy)
Shop Online: UnfinishedLegacy.co
Unfinished Legacy, founded by Brema, provides screen-printed streetwear that has gained popularity in the city. Brema relocated to L.A. for a while to learn as much as he could about the fashion industry before opening his flagship store in the Historic Third Ward (201 N Water St, Milwaukee, WI 53202). The brand has been featured in a VOGUE article and has recently collaborated with the Milwaukee Bucks.
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8. MKE Apparel (IG: @MKE_Apparel)
Shop Online: MKEApparel.com
Locals have definitely noticed the sound of “walk” in Milwaukee and that’s the design approach MKE Apparel took. They replace the W-A-U with a walking figure. Their concept is available on hats, shirts, and hoodies.
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7. HashtagMKE (IG: @HashtagMKE)
Shop Online: HashtagMKE.com/Shop
Of course, HashtagMKE provides Milwaukee apparel as well! JMatt founded HashtagMKE in 2017 and it took him a year to decide on a logo he liked. He started by sporting a #MKE hat before offering it publicly along with additional merch including the Proud Milwaukeean shirt and the “This is My Milwaukee Hoodie” …hoodie. Shout out to Claire Cesarz (IG: @TheRustyRanger) for being the first local to model our gear!
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6. Cuatro Uno Cuatro (IG: @CuatroUnoCuatro)
Shop Online: CuatroUnoCuatro.com
On the off-chance that you’re wondering what “Cuatro Uno Cuatro” is … it’s Spanish for “Four One Four.” I met the owners of this brand at a HashtagMKE networking event a few years back and we quickly became friends. They’re great community partners and work hard to empower the community.
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5. Cream City Print Lounge (IG: @CreamCityPrintLounge)
Shop Online: Cream-City-Brand-Apparel.square.site
Formerly known as Rep Wisconsin Apparel, I bought their last green hoodie with the Milwaukee skyline on the front pocket during the MKE Local Market a few years back. It’s still a go-to warm and cozy hoodie for me.
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4. City Home Apparel (IG: @MilwaukeeHome) – formerly MilwaukeeHome
Shop Online: MKEhome.com
If you were asked to name a Milwaukee apparel brand off the top of your head, MilwaukeeHome would likely be one of the first mentioned. They’ve become a local staple and just about as iconic as the bronze Fonz along the Milwaukee Riverwalk. The brand even did a collaboration with Koss to be printed on Bluetooth speakers and headphones a few years back.
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3. Brew City Brand (IG: @BrewCityBrand)
Shop Online: BrewCityOnline.com
Brew City Brand has a kiosk inside of the Milwaukee Mitchell International Airport. If you’re in need of a quick Milwaukee gift whether you’re departing or arriving, you’ll likely buy it from them! They’re also centrally located in the Milwaukee Public Market and 3rd Street Market Hall.
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2. Beer’d MKE (IG: @BeerdMKE) – formerly Beard MKE
Shop Online: BeardMKE.com
Beard MKE has been nominated in several categories over the years for Shepherd Express’ Best of Milwaukee Awards from the Shepherd Express and has in the past won Best LGBTQ-Friendly Business, Best Men’s Clothing, and Best Men’s Hair Salon. While they do a lot from their retail store off of North Avenue, they also sell several apparel options. By the end of November 2023, they will relocate to 1320 E Brady St.
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1. 414 Milwaukee aka Too Much Rock for One Hand (IG: @414milwaukee)
Shop Online: 414milwaukee.com
This brand holds the official trademark for the usage of ‘414’ written as numbers on apparel. So if you’re looking for merch by the numbers, 414 Milwaukee is the vendor for you. They also offer varying designs that will help you represent Milwaukee including 414 written as Roman numerals, IV I IV.
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Bonus – GILTEE (IG: @GilteeApparel)
Shop Online: Giltee.com
I’m including this brand as a bonus as they focus more on Wauwatosa and Wisconsin as a whole. But they do have a few Milwaukee-specific items (one including the People’s Flag of Milwaukee and a few more designs). I actually first found out about them from the comments section of one of my TikToks.
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Bonus – Support Local MKE (IG: @SupportLocalMKE)
Shop Online: SupportLocalMKE.com
Born from the pandemic, this brand started on Instagram to support local businesses as they struggled to survive the impact of COVID-19. It continues to grow its presence in the community and has a few merch items for those who also want to show off their desire to support local.
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Note: This article was first published in 2021, and since then, a few brands are now inactive including SUPERGIANT Design and FOUR THE CITY.
If I missed your favorite Milwaukee apparel company, let me know on social media at @JMattMke (TikTok, Instagram, X/Twitter, Facebook, YouTube Shorts, and Snapchat)!
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