Forward Apparel Company

12/19/2025

Who needs to travel to the Caribbean when you have it in your back yard? (Minus the temps 😂)

12/19/2025

In 2020, (middle of a pandemic) we bought our first place, Sunrise Cottage, on Beaver Dam Lake. Most people thought we were crazy....and they weren’t wrong.

Our neighbors said, “Hope you’re handy!” and wow, were they right. It literally almost killed us! Two trips to the ER, countless weekends, and a few scars later, this fixer-upper became one of our favorite chapters.

It taught us everything: patience, teamwork, and how to celebrate progress — even when covered in sawdust. We learned so much during that project, but even more it was a place filled with memories we’ll never forget.

12/18/2025

We miss the shop and the people who filled it more than anything. We miss seeing your faces, hearing your stories, and sharing ours across the counter.

Forward was never just about apparel — it was about connection, creativity, and a community that believed in a small dream and showed up for it, over and over again. Thank you for being such a big part of that chapter. Truly.

When we finally stepped back, we realized what we loved most wasn’t the selling — it was the sharing. The conversations, the memories, the feeling of being part of your lives in some small way.

So we decided to build something new. Instead of focusing on things to wear, we’ve been pouring our hearts into places to be — places where people can slow down, reconnect, and make memories together.

12/15/2025

A year ago, we hit pause on Forward Apparel. Closing our little shop in Mount Horeb was one of the hardest decisions we’ve ever made — it was more than a store, it was a place full of stories, connection, and community.

We miss seeing familiar faces walk through the door, swapping stories about where your travels had taken you (and where your Forward tees had been along for the ride).

Over the past year, we decided to focus less on selling things and more on creating experiences — the kind that bring people together. In the past five years, we’ve bought and transformed five cabins across Wisconsin into cozy retreats where friends and families can slow down, reconnect, and make their own stories.

So while you won’t find us behind the counter anymore, you just might find us by a campfire, in the woods, or down a winding lakeside road — still building something we hope brings people together. ❤️

08/23/2024

Join us this 𝐒𝐮𝐧𝐝𝐚𝐲, 𝐀𝐮𝐠𝐮𝐬𝐭 𝟐𝟓𝐭𝐡 for PaulPalooza 2024! This event is not only fun (a day of live music, cold beer and wonderful company) but all funds raised benefit Paul's Party. If you're unfamiliar, this amazing group funds FUN for Wisconsin kids with physical disabilities! The majority of their efforts go toward purchasing expensive adaptive equipment to ensure ALL kids are able to compete and be active.

We could not do this without the generous support from our sponsors! We'd like to take a moment to thank the following:
- The Chartis Group
- Epic Systems
- CI Pediatric Therapy Centers
- Adams Outdoor Collaborate
- Lake Louie Brewing
- Lands' End
- MG FitLife
- UW Health
- KennedyC
- Abbey Welsh-State Farm Insurance Agent
- Forward Apparel Company
- 105.5 Triple M
- True Veterinary Care/Sarah Kalstrup, DVM
- Oak Bank
- Paul's Favorite Uncle
- Madison’s MIX 105.1
- Sugar River Pizza Company - Verona
- West Loop Financial LLC
- Fairfield Inn & Suites by Marriott Madison Verona
- Kelley Family
- Mike & Lori Fitzgibbon
- Iskandar Family

08/12/2024

Good morning from our favorite place on earth, .

07/15/2024

Hope you’re all enjoying summer as it flies by.

03/03/2024

Perfect hoodie weather out there!

01/19/2024

Is there anything more Wisconsin than trudging through 2 feet of snow, in -20 temps, just to sit by the river and enjoy a beer with a view?🍻

01/15/2024

"Whatever you do you have to keep moving forward."

01/14/2024

A Wisconsin Winter Wonderland.