Stormy Kromer unveils first-ever series of collegiate hats

Stormy Kromer is sharing its unique hat design to promote college pride at universities in the Upper Peninsula, Michigan and the Midwest.

The iconic brand, known for its rugged wool caps, this week launched its first-ever Collegiate Collection, a line of officially licensed caps representing 18 universities in Michigan, Wisconsin and Minnesota. They include Northern Michigan University, Michigan Technological University and Lake Superior State University.

“There’s something special about Midwestern pride — whether it’s pride in your team, your school, or your community,” says Gina Jacquart Thorsen, CEO of Stormy Kromer. “This collection brings it all together: Our deep roots in Midwest manufacturing with the iconic symbols of our region’s top schools.”

Lake Superior State University is ready to show its Laker pride with the new hats. 

The LSSU edition brings the university’s colors and logo to the signature Stormy Kromer design. Known for their warmth, durability, and distinctive style, ”this cap would make a great addition to any Laker wardrobe. Allowing fans to keep warm while showing off their Laker spirit,” university officials say.

“At Lake Superior State University, we are anchored in tradition, and what is more representative of the history of the U.P. than a Stormy Kromer. There’s something special about having a product so deeply tied to our community. It’s a great way for students, alumni, and the community to show their Laker pride,” says Jamie Zamjahn, Ed.D., vice president of Enrollment Management and Student Success at LSSU.

What’s happening: Stormy Kromer this week launched a new Collegiate Collection, a line of officially licensed caps representing 18 universities across Michigan, Wisconsin and Minnesota, including the U.P.’s Northern Michigan University, Michigan Technological University and Lake Superior State University. Crafted with the same time-tested durability and distinctive design Stormy Kromer has been known for since 1903, each cap in the collection is cut and sewn in Ironwood. The hats feature custom embroidery in the colors and logos of each university. “This is an exciting new chapter for Stormy Kromer — and one that feels right at home here in the U.P.,” Thorsen says.

The collection includes: 
In Michigan: Michigan Central Michigan University, Ferris State University, Grand Valley State University, Lake Superior State University, Michigan State University, Michigan Technological University, Northern Michigan University, Oakland University, University of Michigan, Wayne State University, and Western Michigan University.
Minnesota: Bemidji State University and the University of Minnesota Duluth.
Wisconsin: UW – Eau Claire, UW – Green Bay, UW – LaCrosse, UW – Milwaukee, and UW – Stevens Point.

The process: Although the licensing process was challenging, “we were able to make personal connections with many of these universities which helped the process along greatly,” Thorsen says. Stormy Kromer has partnered deeper with several universities, including Ferris State University in lower Michigan. The company has made a custom Kromer for the school’s mascot and is donating $20 per Ferris cap sold through September 20 to the Ferris State University Alumni Legacy Endowment Fund. “We are doing something similar with (UW – Stevens Point) for their Days of Giving later this year,” she says. “So I love that the partnership goes deeper than just a cap for sale.” 

The back story: Stormy Kromer has done a few collegiate projects in the past, including with Northern Michigan University and Michigan Tech. Those projects have primarily focused on selling on campus for a special event.

Michigan Tech, for example, has been carrying Stormy Kromer hats and apparel branded with its university logo for nearly 10 years in the campus store,
University Images. The Stormy Kromer items are very good sellers, says
Josh Paakola, merchandising coordinator.

Paakola, who buys for the main campus store and its branch in the Student Development Complex, says he has to reorder Stormy Kromer gear about for times a year because the stores sell out. The gear is pricey, but customers don’t seem to mind. “They know it’s quality. They know it’s gonna keep them warm, and the stuff looks really sharp too,” Paakola says.

The effort to expand to include other universities was inspired by Thorsen’s work last fall with UW – Stevens Point. She worked with a university team to create a hat to sell on the company’s website. “That was really the pilot for this current collection,” she says.

“The sales for UWSP went well, so we started to pursue licenses for more and more universities. That process started in earnest earlier this year.” Thorsen notes that customers have regularly requested hats with university logos.  “We also think the Stormy Kromer cap is the perfect accessory for fall tailgates and hockey games — things important to the schools in the initial collection,” she says.

About Stormy Kromer: The iconic brand is part of Jacquart Fabric Products, operated by the second and third generations of the Jacquart family. The Stormy Kromer brand traces its beginnings to the early years of the 20th century in Wisconsin. It became part of Jacquart Fabric Products in 2001. Jacquart Fabric Products occupies more than 90,000 square feet at its Ironwood facility. It employs more than 100 Midwestern workers.

Where to order: The entire collection is available at www.stormykromer.com/collegiate.

What’s next: Could the collegiate collection be expanded to include other colleges and universities? “I think there are some more key universities in our core geographies for us to add, and we’d also like to eventually add a few more products to the line. Thorsen says. “And if we feel like the consumer demand is there for schools outside the Midwest, we will absolutely pursue that.” 

UPword writer Jennifer Donovan contributed to this story.