Cultivating an Authentic Wisconsin Brand

As a woman-owned business, our founder and creative director has always seen life through an artful lens. Born and raised in the Chippewa Valley, she attended college in her home state, earning a fine arts degree.

With over 25 years of experience in the art and design industry she had a vision to develop a new Wisconsin state lifestyle brand with the goal of reestablishing a sense of community to reflect its diverse population --- recognizing it's not a one-size-fits-all state.

Since it's inception in 2018, slowly and strategically, 'The 30 State' evolved, formally organizing in 2021. What started as a passion project of sorts, became a new and welcomed challenge to expand how we and others see our beautiful (and oh so fun!) state.

Our collections aim to be as diverse as our population - with millions of residents, and even more who admire us from afar, we hope one (or more) of our collections will resonate with you.