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A True Wisconsin Lifestyle Brand.

Share in our state pride and value wearing apparel that moves you forward.


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Lake & Pines Collection

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Long Sleeves

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Forward Apparel Co. was started as a way to show our appreciation for great design and the beautiful State of Wisconsin. If you share in our state pride and value wearing clothing that moves you forward, visit our shop to find the products you’ll love.

State Pride.

Show off your Wisconsin state pride in style.

Born & Raised

Founded by two small-town Wisconsin kids, Forward Apparel is for those who want to share in our state pride! Our brand honors all the beautiful things we’re surrounded by – nature, history, sports and so much more.

Flagship Store – KELLA

KELLA is a retail shop located in downtown Mount Horeb, Wisconsin. Often described as a real-life Etsy store, we strive to be a fun and welcoming shop unlike any other. Our shop not only features our apparel, but unique items from over 50 makers in the state of Wisconsin.

118 E. Main Street – Mt. Horeb, WI 53572

Looking Forward to Winter in Wisconsin

It’s time to grab your favorite beanie and long sleeves because winter is on the way. We love to get outside, but as temperatures drop – it becomes harder to find things to do. If you’re starting to prep for the colder months, read some of our favorite winter activities to look forward to.

118 E. Main Street
Mount Horeb, WI 53572

Explore. Adventure. Forward. ↠ ↠