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.

Joe spent his youth “Up North” surrounded by the lake & pines, swimming & fishing almost every single day. Kelly grew up in the Driftless Region and spent her childhood roaming the bluffs of the Mississippi River. You likely could guess that though, as you’ll find many of those creative elements within our designs.

If you share in our love for the outdoors, bonfires at the cabin, fishing off the dock, tailgating at Lambeau and debating the best fish fry/cheese curds/old fashioned (easily whiskey sour) – you’re in the right place. Thanks for joining us on this adventure, we’re excited to keep moving Forward!