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.

Game Day Ready.

Cheer on your favorite Wisconsin team 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

Best Spots to View Fall Colors in Wisconsin

There’s a lot of beauty to be seen throughout Wisconsin, but the vibrant foliage when the trees turn in the fall just might be at the top of the list! There are tons of spots to take in the changing colors, but here are some of the best.