YooperWear
An Early
Calling
WORDS BY LOGAN AVENA
Every day after school in sixth grade, I would rush home, eager to dive into the world of clothing design on the Roblox platform. For those unfamiliar, Roblox is an incredibly popular online game and creation platform where users can build their own games and virtual worlds. It boasts millions of active users and a vibrant community, making it a fantastic space for creative expression, especially in fashion.
Relentless
Passion
My passion for design quickly blossomed into something much bigger when I caught the attention of the Gucci Corporation, the iconic Italian luxury brand. They reached out with an exciting opportunity: to collaborate on a project within Roblox. This partnership allowed me to create virtual versions of their existing collection, enabling kids around the world to wear Gucci, anywhere, even online. It was an empowering experience that lasted for about four years, during which I learned invaluable lessons about branding, creativity, and connecting with an audience.
Creates
A Journey
After this transformative journey, I decided to take a year abroad in Germany, where I explored Europe and solidified my vision for the future. It was during this time that I realized my heart belonged to the Upper Peninsula of Michigan—a place I often describe as Northern America’s hidden gem. Just as I saw Montenegro as Europe’s hidden treasure, I knew the U.P. held a special significance for me.
There’s a deep pride in being a Yooper, a nickname for those from the area, and I recognized that we share distinct traits: resilience, stubbornness, and an appreciation for a subtle, luxurious life surrounded by nature. These qualities became the foundation for my brand, YooperWear.
Endless Celebration of Yooper Culture
I've created a brand that captures the essence of the Yooper experience, inviting everyone to embrace our unique heritage - and to share it with caution, of course. When you see the YooperWear mark, you'll recognize the quiet luxury and greatness that defines us.
We're committed to redefining the clothing industry by only releasing pieces that meet our highest standards. Expect a steady stream of new items as we continue to perfect our craft.
This is my personal promise to you,
Logan Avena
Founder and Creative Visionary
