UP Collection

Raising the bar in comfort, style, and unique designs that help you express your pride in a place we all love. Based on simple minimalistic design elements that reflect the simplicity of life and living in the UP, this is our most ambitious and largest collection yet.

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But it's only in the store for a limited time. Get your gear now before it's gone.

Striking design

While you can't bring Michigan's Upper Peninsula with you, you can wear this Upper Peninsula design floating on clouds. It's a minimalistic visual style illustrating some of the lofty praise from residents and tourists in saying the UP is 'heaven on earth'. It isn't up to us to decide, but we think this design says a lot without being a lot – just like the UP.

UP Clouds.jpg


Premium threads at a reasonable price. It's never been easier to wear unique designs you can't find anywhere else. From soft cotton shirts to pigment-dyed hoodies that will feel like a favorite hoodie you've worn 100 times, the UP Collection is designed with UP living in mind. Whether you're going out to camp, to the beach, or on a mud ride, our gear has you covered. The print technique embeds the design into the fabric, and not merely on top of it. This means your design will keep up with you and withstand many multiple laundry washes.

Shop with Ease

Shopping with Visual Insights is easy as can be. We've streamlined the shopping experience so that you go from adding to cart to a confirmed order in a few clicks. Allow about 7 days from checkout to delivery, and enjoy your new gear!


Invest in Comfort

With more than 50 variants of jackets, hoodies, shirts, hats and sweatpants, you're sure to find a fit to stay comfortable. A big sherpa blanket is also a good measure of comfort for your next camping trip (as well as the fall and winter).

Behind the collection

Check out the latest blog post for more about the UP Collection.

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